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Brand communities for mainstream brands : the example of the Yamaha R1 brand community
Felix, Reto - In: The journal of consumer marketing 29 (2012) 3, pp. 225-232
Persistent link: https://www.econbiz.de/10009552954
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Multi-brand loyalty : when one brand is not enough
Felix, Reto - In: Qualitative market research : an international journal 17 (2014) 4, pp. 464-480
Persistent link: https://www.econbiz.de/10010430654
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Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations : a replication and extension
Felix, Reto; Borges, Adilson - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 579-593
Persistent link: https://www.econbiz.de/10010462631
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Augmented reality marketing : how mobile AR-apps can improve brands through inspiration
Rauschnabel, Philipp A.; Felix, Reto; Hinsch, Chris - In: Journal of retailing and consumer services 49 (2019), pp. 43-53
Persistent link: https://www.econbiz.de/10012025827
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The influence of perceived strength of brand origin on willingness to pay more for luxury goods
Siew, Shir-Way; Minor, Michael; Felix, Reto - In: The journal of brand management : an international journal 25 (2018) 6, pp. 591-605
Persistent link: https://www.econbiz.de/10011962816
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Brands that "sell their soul" : offshoring, brand liquidification and the excluded consumer
Felix, Reto; Firat, A. Fuat - In: Journal of marketing management : JMM ; journal of the … 35 (2019) 11/12, pp. 1080-1099
Persistent link: https://www.econbiz.de/10012178606
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Twenty-five years after the fall of the Berlin Wall : an empirical revisit of West German consumers' attitudes toward products and brands from former East Germany
Ahmed, Zafar U.; Hinck, Wolfgang; Felix, Reto - In: Journal of promotion management : JPM 24 (2018) 6, pp. 895-910
Persistent link: https://www.econbiz.de/10011979301