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Beware, an underdog may bite : literature review and brand management framework in the context of underdog brands
Schmidt, Holger J.; Steenkamp, Pieter - In: The journal of brand management : an international journal 29 (2022) 1, pp. 85-110
Persistent link: https://www.econbiz.de/10013170524
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Fresh perspectives on brands
Baumgarth, Carsten (ed.); Boltz, Dirk-Mario (ed.);  … - 2020
Persistent link: https://www.econbiz.de/10012395599
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Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Schmidt, Holger J.; Baumgarth, Carsten - In: The journal of brand management : an international journal 25 (2018) 3, pp. 250-265
Persistent link: https://www.econbiz.de/10011884942
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Servbrand framework : a business-to-business services brand equity framework
Steenkamp, Pieter; Herbst, Frederick Jacobus; De … - In: Journal of business-to-business marketing 27 (2020) 1, pp. 55-69
Persistent link: https://www.econbiz.de/10012196334
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Forum Markenforschung : Tagungsband der internationalen Konferenz „DERMARKENTAG2014“
Schmidt, Holger J. (ed.); Baumgarth, Carsten (ed.) - 2015
Die Grundlagenvorträge von DerMARKENTAG2014 -- Neue Konstrukte und Erkenntnisse zur Markenwirkung -- Von der Strategie bis zum Markenkontaktpunkt – Markenführungsoptionen unter der Lupe.- Vom Blindflug zum Markencontrolling – Neue Messansätze für das Unfassbare. Out of the box: Marken...
Persistent link: https://www.econbiz.de/10014020114
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Forum Markenforschung : Tagungsband der internationalen Konferenz "DerMarkentag 2014"
Schmidt, Holger J. (ed.) - 2015
Persistent link: https://www.econbiz.de/10011302536