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Global brand strategy : world-wise marketing in the age of branding
Steenkamp, Jan-Benedict E. M. - 2017
Persistent link: https://www.econbiz.de/10011523442
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How global brands create firm value : the 4V model
Steenkamp, Jan-Benedict E. M. - In: International marketing review 31 (2014) 1, pp. 5-29
Persistent link: https://www.econbiz.de/10010253940
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What is holding private label back in the United States and in emerging markets?
Steenkamp, Jan-Benedict E. M. - In: Journal of retailing 100 (2024) 1, pp. 56-69
Persistent link: https://www.econbiz.de/10014527075
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Branding in the era of digital (dis)intermediation
Gielens, Katrijn; Steenkamp, Jan-Benedict E. M. - In: International journal of research in marketing : IJRM ; … 36 (2019) 3, pp. 367-384
Persistent link: https://www.econbiz.de/10012134258
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Global versus local consumer culture : theory, measurement, and future research directions
Steenkamp, Jan-Benedict E. M. - In: Journal of international marketing 27 (2019) 1, pp. 1-19
Persistent link: https://www.econbiz.de/10011999569
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In brands we trust? : a multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities
Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of consumer research : JCR ; an … 46 (2019) 4, pp. 651-670
Persistent link: https://www.econbiz.de/10012120935
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Branding in a hyperconnected world : refocusing theories and rethinking boundaries
Swaminathan, Vanitha; Sorescu, Alina; Steenkamp, … - In: Journal of marketing 84 (2020) 2, pp. 24-46
Persistent link: https://www.econbiz.de/10012176536
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Global brand building and management in the digital age
Steenkamp, Jan-Benedict E. M. - In: Journal of international marketing 28 (2020) 1, pp. 13-27
Persistent link: https://www.econbiz.de/10012167071
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New product success in the consumer packaged goods industry : a shopper marketing approach
Lamey, Lien; Deleersnyder, Barbara; Steenkamp, … - In: International journal of research in marketing : IJRM ; … 35 (2018) 3, pp. 432-452
Persistent link: https://www.econbiz.de/10011943234
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Brand positioning through advertising in Asia, North America, and Europe : the role of global consumer culture
Alden, Dana; Steenkamp, Jan-Benedict E. M.; Batra, Rajeev - In: Best practices in international marketing, (pp. 193-215). 2002
Persistent link: https://www.econbiz.de/10001680898