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Market orientation, positioning strategy and brand performance
Iyer, Pramod; Davari, Arezoo; Zolfagharian, Mohammadali; … - In: Industrial marketing management : the international … 81 (2019), pp. 16-29
Persistent link: https://www.econbiz.de/10012107673
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Do customer loyalty programs really work?
Dowling, Grahame R.; Uncles, Mark - 2009
Persistent link: https://www.econbiz.de/10003784918
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Portfolio-Werbung : eine Technik zur Stärkung von Dachmarken in komplexen Markenarchitekturen
Goertz, Susanne - 2007 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003438704
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Strategic Implications of Keeping Product Value Secret from Competitor’s Customers
Harutyunyan, Mushegh - 2017
Customers can sometimes learn unanticipated or hidden use value of a firm's product whereas the non-customers remain … uninformed about that extra value. A monopolist will increase its profit by informing the non-customers of its product's hidden … actually make a higher profit if it keeps its hidden value secret from its competitor's customers even if advertising to inform …
Persistent link: https://www.econbiz.de/10012968232
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Competing with copycats when customers are strategic
Pun, Hubert; DeYong, Gregory D. - In: Manufacturing & service operations management : M & SOM 19 (2017) 3, pp. 403-418
Persistent link: https://www.econbiz.de/10011738558
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Portfolio-Werbung : Eine Technik zur Stärkung von Dachmarken in komplexen Markenarchitekturen
Goertz, Susanne - 2007 - 1. Aufl.
Persistent link: https://www.econbiz.de/10013515512
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An empirical study of the antecedents and consequences of brand engagement
Wong, Ho Yin; Merrilees, Bill - In: Marketing intelligence & planning 33 (2015) 4, pp. 575-591
Persistent link: https://www.econbiz.de/10011381691
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The predictive ability of different customer feedback metrics for retention
Haan, Evert de; Verhoef, Peter C.; Wiesel, Thorsten - In: International journal of research in marketing : IJRM ; … 32 (2015) 2, pp. 195-206
Persistent link: https://www.econbiz.de/10011337502
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The brand orientation-performance relationship : an examination of moderation effects
Hirvonen, Saku; Laukkanen, Tommi; Reijonen, Helen - In: The journal of brand management : an international journal 20 (2012/13) 8, pp. 623-641
Persistent link: https://www.econbiz.de/10010197493
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The impact of negative customer engagement on market-based assets and financial performance
Rahman, Mahabubur; Faroque, Anisur Rahman; Sakka, Georgia; … - In: Journal of business research : JBR 138 (2022), pp. 422-435
Persistent link: https://www.econbiz.de/10013197867