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An approach to assess the importance of brand equity in acquisition decisions
Mahajan, Vijay; Rao, Vithala R.; Srivastava, Rajendra … - 1993
Persistent link: https://www.econbiz.de/10000883450
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Eliciting preference for complex products : a web-based upgrading method
Park, Young-hoon; Ding, Min; Rao, Vithala R. - In: Journal of marketing research : JMR 45 (2008) 5, pp. 562-574
Persistent link: https://www.econbiz.de/10003770576
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Measuring consumer-based brand equity for Indian business schools
Sharma, Ashita Aggarwal; Rao, Vithala R.; Popli, Sapna - In: Journal of marketing for higher education 23 (2013) 2, pp. 175-203
Persistent link: https://www.econbiz.de/10010232445
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Power distance belief and brand personality evaluations
Wang, Xuehua; Wang, Xiaoyu; Fang, Xiang; Jiang, Qingyun - In: Journal of business research : JBR 84 (2018), pp. 89-99
Persistent link: https://www.econbiz.de/10011802786
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The influence of status differentiation on vertical brand extension : intercultural and intracultural comparisons
Fang, Xiang; Lin, Shengdong - In: Nankai business review international 8 (2017) 4, pp. 404-423
Persistent link: https://www.econbiz.de/10011811885
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How does a brand ally affect consumer evaluations of a focal brand?
Voss, Kevin E.; Gammoh, Bashar S.; Fang, Xiang - In: Psychology & marketing 29 (2012) 12, pp. 929-940
Persistent link: https://www.econbiz.de/10009691215
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Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand
Mishra, Sanjay; Singh, Surendra N.; Fang, Xiang; Yin, … - In: The journal of product & brand management 26 (2017) 2, pp. 159-176
Persistent link: https://www.econbiz.de/10011700748