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From goods to service branding : an integrative perspective

Brodie, Roderick J. - In: Marketing theory 9 (2009) 1, pp. 107-111

Persistent link: https://www.econbiz.de/10003826394

The benefits of manufacturer brands to retailers

Glynn, Mark S.; Brodie, Roderick J.; Motion, Judy - In: European journal of marketing : EJM 46 (2012) 9, pp. 1127-1149

Persistent link: https://www.econbiz.de/10009661673

Consumer brand enagement in social media : conceptualization, scale development and validation

Hollebeek, Linda D.; Glynn, Mark S.; Brodie, Roderick J. - In: Journal of interactive marketing : a quarterly … 28 (2014) 2, pp. 149-165

Persistent link: https://www.econbiz.de/10010399391

Towards new conceptualizations of branding : theories of the middle range

Brodie, Roderick J.; De Chernatony, Leslie - In: Marketing theory 9 (2009) 1, pp. 95-100

Persistent link: https://www.econbiz.de/10003826390

Advertising and interbrand competition : a New Zealand replication of a Western European study

Brodie, Roderick J. - In: New Zealand economic papers 19 (1985), pp. 35-59

Persistent link: https://www.econbiz.de/10001009611

Certification and authentication of brand value propositions

Starr, Richard G., Jr.; Brodie, Roderick J. - In: The journal of brand management : an international journal 23 (2016) 6, pp. 716-731

Persistent link: https://www.econbiz.de/10011625293

Broadening brand engagement within the service-centric perspective : an intersubjective hermeneutic framework

Seo, Yuri; Kelleher, Carol; Brodie, Roderick J. - In: Journal of service theory and practice : JSTP 27 (2017) 1, pp. 317-335

Persistent link: https://www.econbiz.de/10011627148

Country of origin branding : an integrative perspective

Brodie, Roderick J.; Benson-Rea, Maureen - In: The journal of product & brand management 25 (2016) 4, pp. 322-336

Persistent link: https://www.econbiz.de/10011607017

Branding as a dynamic capability : strategic advantage from integrating meanings with identification

Brodie, Roderick J.; Benson-Rea, Maureen; Medlin, … - In: Marketing theory 17 (2017) 2, pp. 183-199

Persistent link: https://www.econbiz.de/10011771406

Brand Trial after a Credibility Change

Armstrong, J. Scott; Montgomery, David B. - 2011

This study examined certain characteristics of households which responded to a significant change in the credibility of the appeals made on behalf of a brand. The empirical situation was that of the legitimization of Crest's claim of decay prevention by the American Dental Association. A prior...

Persistent link: https://www.econbiz.de/10014028329