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When marketing strategy meets culture : the role of culture in product evaluations
Song, Reo; Moon, Sangkil; Chen, Haipeng; Houston, Mark B. - In: Journal of the Academy of Marketing Science 46 (2018) 3, pp. 384-402
Persistent link: https://www.econbiz.de/10011879692
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Pre-release consumer buzz
Houston, Mark B.; Kupfer, Ann-Kristin; Hennig-Thurau, … - In: Journal of the Academy of Marketing Science 46 (2018) 2, pp. 338-360
Persistent link: https://www.econbiz.de/10011844820
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Conceptualizing and measuring the monetary value of brand extensions : the case of motion pictures
Hennig-Thurau, Thorsten; Houston, Mark B.; Heitjans, Torsten - In: Journal of marketing 73 (2009) 6, pp. 167-183
Persistent link: https://www.econbiz.de/10003901172
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What's a movie worth? : determinating the monetary value of motion pictures' TV rights
Hennig-Thurau, Thorsten; Fuchs, Stefan; Houston, Mark B. - In: International journal of arts management 15 (2012/13) 3, pp. 4-20
Persistent link: https://www.econbiz.de/10009763882
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The last picture show? : timing and order of movie distribution channels
Hennig-Thurau, Thorsten; Henning, Victor; Sattler, Henrik; … - In: Journal of marketing 71 (2007) 4, pp. 63-83
Persistent link: https://www.econbiz.de/10003564871