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Types of brand transgressions and consumers' moral reasoning strategies on an endorser
Hur, Youngjin; Lim, Choong Hoon; Won, Dong-Chun; Kwon, … - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 4, pp. 275-286
Persistent link: https://www.econbiz.de/10012000645
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Can Pokémon GO catch brands? : the fit effect of game characters and brands on efficacy of brand communications
Kim, Dong Hoo; Kim, Seoyeon; Song, Doori - In: Journal of marketing communications 25 (2019) 6, pp. 645-660
Persistent link: https://www.econbiz.de/10012203354
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Advergame for purchase intention via game and brand attitudes from antecedents of system design, psychological state, and game content : interactive role of brand familiarity
Hsiao, Wei-Hung; Lin, Yu-Hsiu; Wu, Ing-Long - In: Journal of organizational computing and electronic commerce 32 (2022) 1, pp. 45-68
Persistent link: https://www.econbiz.de/10013282416
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Generation Z and millennial esports gamers' perceived toxicity risk and game brand loyalty : moderated mediation effects of brand identification, self-efficacy, and support from ga...
Chang, Kun; Lee, Hyun-Woo; Bennett, Gregg - In: Young consumers : insight and ideas for responsible … 25 (2024) 1, pp. 28-44
Persistent link: https://www.econbiz.de/10014511518
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Breaking free of a stereotype : should a domestic brand pretend to be a foreign one?
Zhang, Kaifu - In: Marketing science : the marketing journal of the … 34 (2015) 4, pp. 539-554
Persistent link: https://www.econbiz.de/10011313063
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National brand's response to store brands : throw in the towel or fight back?
Nasser, Sherif; Turcic, Danko; Narasimhan, Chakravarthi - In: Marketing science : the marketing journal of the … 32 (2013) 4, pp. 591-608
Persistent link: https://www.econbiz.de/10009787934
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Brand imitation: a dynamic-game approach
Crettez, Bertrand; Hayek, Naila; Zaccour, Georges - In: International journal of production economics 205 (2018), pp. 139-155
Persistent link: https://www.econbiz.de/10011931420
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Store brand quality and retailer's product line design
Chung, Hwan; Lee, Eunkyu - In: Journal of retailing 93 (2017) 4, pp. 527-540
Persistent link: https://www.econbiz.de/10011790717
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Is brand globalness compatible with brand country-of-origin? : an investigation of hybrid brand positioning strategies for emerging market brands
Hong, Ruiyang; Zhang, Zhe; Zhang, Chun; Hu, Zuohao - In: International marketing review 40 (2023) 1, pp. 49-79
Persistent link: https://www.econbiz.de/10014227450
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Gaming and luxury brands : love and hate
Guzzetti, Alice; Crespi, Roberta; Atwal, Glyn - In: The journal of business strategy 45 (2024) 3, pp. 206-213
Persistent link: https://www.econbiz.de/10015056011