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Building and leveraging sports brands : evidence from 50 years of German professional soccer
Wetzel, Hauke; Hattula, Stefan; Hammerschmidt, Maik; … - In: Journal of the Academy of Marketing Science 46 (2018) 4, pp. 591-611
Persistent link: https://www.econbiz.de/10011911263
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The link between brand equity and on-field performance in professional sports : an exploratory study
Hattula, Stefan - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 3, pp. 154-166
Persistent link: https://www.econbiz.de/10011933915
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Leveraging marketer-generated appeals in online brand communities : an individual user-level analysis
Weiger, Welf H.; Wetzel, Hauke; Hammerschmidt, Maik - In: Journal of service management 28 (2017) 1, pp. 133-156
Persistent link: https://www.econbiz.de/10011655001
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Leveraging brand equity for effective visual product design
Heitmann, Mark; Landwehr, Jan Rüdiger; Schreiner, Thomas F. - In: Journal of marketing research 57 (2020) 2, pp. 257-277
Persistent link: https://www.econbiz.de/10012180465
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Building brands
Ataman, M. Berk; Mela, Carl F.; Heerde, Harald J. van - In: Marketing science : the marketing journal of the … 27 (2008) 6, pp. 1036-1054
Persistent link: https://www.econbiz.de/10003791786
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The long-term effect of marketing strategy on brand sales
Ataman, M. Berk; Heerde, Harald J. van; Mela, Carl F. - In: Journal of marketing research : JMR 47 (2010) 5, pp. 866-882
Persistent link: https://www.econbiz.de/10008666392
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Rising from the ashes : how brands and categories can overcome product-harm crisis
Cleeren, Kathleen; Heerde, Harald J. van; Dekimpe, Marnik G. - In: Journal of marketing 77 (2013) 2, pp. 58-77
Persistent link: https://www.econbiz.de/10009717172
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How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?
Datta, Hannes; Ailawadi, Kusum L.; Heerde, Harald J. van - In: Journal of marketing 81 (2017) 3, pp. 1-20
Persistent link: https://www.econbiz.de/10011697740