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When do unethical brand perceptions spill over to competitors?
Trump, Rebecca K.; Newman, Kevin P. - In: Marketing letters : a journal of research in marketing 28 (2017) 2, pp. 219-230
Persistent link: https://www.econbiz.de/10011675162
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Strategic benefits of low fit brand extensions : when and why?
Chun, HaeEun Helen; Park, C. Whan; Eisingerich, Andreas B; … - In: Journal of consumer psychology : JCP : the official … 25 (2015) 4, pp. 577-595
Persistent link: https://www.econbiz.de/10011411181
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Brand logo symmetry and product design : the spillover effects on consumer inferences
Bettels, Jannick; Wiedmann, Klaus-Peter - In: Journal of business research : JBR 97 (2019), pp. 1-9
Persistent link: https://www.econbiz.de/10012002742
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The spillover effects of positive and negative buzz on brand attitudes
Colicev, Anatoli; De Bruyn, Arnaud - In: European journal of marketing 57 (2023) 9, pp. 2382-2406
Persistent link: https://www.econbiz.de/10014448352
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Psychological factors steering preference of domestic brands to international ones : a cse study of Iran
Qazi, Matin - In: Journal for international business and entrepreneurship … 7 (2013) 2, pp. 139-148
Persistent link: https://www.econbiz.de/10010361943
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Intention-behavior discrepancy of foreign versus domestic brands in emerging markets : the relevance of consumer prior knowledge
Sun, Luping; Zheng, Xiaona; Su, Meng; Keller, L. R. - In: Journal of international marketing 25 (2017) 1, pp. 91-109
Persistent link: https://www.econbiz.de/10011656835
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Joint advertising : the impact of domestic, foreign, and global partners on cognitive fit
Bauer, Brittney C.; Johnson, Clark D. - In: International marketing review 41 (2024) 3/4, pp. 767-805
Persistent link: https://www.econbiz.de/10015057133
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Brand trust and avoidance following brand crisis : a quasi-experiment on the effect of frachisor statements
Shin, Hyunju; Casidy, Riza; Yoon, Alyssa; Yoon, So-Hyang - In: The journal of brand management : an international journal 23 (2016) 5, pp. 1-23
Persistent link: https://www.econbiz.de/10011565265
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When brand scandal spills over brands from the same region of origin : moderating role of psychic distance
Chen, Tong; Tang, Yifan; Qing, Ping - In: European journal of international management : EJIM 14 (2020) 3, pp. 461-475
Persistent link: https://www.econbiz.de/10012223807
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Branding access offers : the importance of product brands, ownership status, and spillover effects to parent brands
Baumeister, Christoph; Scherer, Anne; Wangenheim, … - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 574-588
Persistent link: https://www.econbiz.de/10011340283