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TV advertising spillovers and demand for private labels : the case of carbonated soft drinks
Lopez, Rigoberto A.; Liu, Yizao; Zhu, Chen - In: Applied economics 47 (2015) 25/27, pp. 2563-2576
Persistent link: https://www.econbiz.de/10010519658
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Evidence of rational addiction to carbonated soft drinks?
Liu, Xiaoou; Lopez, Rigoberto A. - In: China agricultural economic review : publ. in … 4 (2012) 3, pp. 300-317
Persistent link: https://www.econbiz.de/10009667290
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Marktorientierte Markenbewertung : eine konsumenten- und unternehmensbezogene Betrachtung
Bekmeier-Feuerhahn, Sigrid - 1998
Persistent link: https://www.econbiz.de/10000987763
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The relationship between marketing and brand equity : Salvador consumers perception of soft drinks
Jarquin, Karen Valessksca Rothschuh; Ladeira, Rodrigo; … - In: Journal of food products marketing : innovations in … 25 (2019) 7, pp. 734-753
Persistent link: https://www.econbiz.de/10012243621
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Competitive spillover elasticities of electronic word of mouth : an application to the soft drink industry
Sanchez, Joaquin; Abril Barrie, Carmen; Haenlein, Michael - In: Journal of the Academy of Marketing Science 48 (2020) 2, pp. 270-287
Persistent link: https://www.econbiz.de/10012290950
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"Global brands" und "local heroes" : Überlebenschancen für Regionalmarken im Portfolio internationaler Lebensmittelhersteller?
Spiller, Achim; Enneking, Ulrich; Staack, Torsten - In: Internationalisierung von Vertrieb und Handel, (pp. 205 - 222). 2004
Persistent link: https://www.econbiz.de/10014555106
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Decoding Coca-Cola : a biography of a global brand
Brennan, Linda (ed.); Crawford, Robert (ed.);  … - 2021
"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola...
Persistent link: https://www.econbiz.de/10013182680
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Expecting transformation of marketing during the post-pandemic new normal : qualitative research of marketing managers in Georgia
Gigauri, Iza; Djakeli, Kakhaber - In: International journal of sustainable economies … 10 (2021) 2, pp. 1-18
Persistent link: https://www.econbiz.de/10012799934
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The relative impact of corporate reputation on consumer choice : beyond a halo effect
Burke, Paul F.; Dowling, Grahame R.; Wei, Edward - In: Journal of marketing management : MM 34 (2018) 13/14, pp. 1227-1257
Persistent link: https://www.econbiz.de/10011981599