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Brand resonance in franchising relationships : a franchisee-based perspective
Badrinarayanan, Vishag; Suh, Taewon; Kim, Kyung-Min - In: Journal of business research : JBR 69 (2016) 10, pp. 3943-3950
Persistent link: https://www.econbiz.de/10011553796
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Transferring in-store experience to online : An omnichannel strategy for DIY customers' enhanced brand resonance and co-creative actions
Suh, Taewon; Moradi, Masoud - In: Journal of business research : JBR 168 (2023), pp. 1-12
Persistent link: https://www.econbiz.de/10014434840
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Internal audience watches the boss walking the talk : the mechanism of management's mission alignment for internal branding
Lee, Sang Bong; Suh, Taewon - In: The journal of product & brand management 32 (2023) 3, pp. 472-487
Persistent link: https://www.econbiz.de/10014229064
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What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
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Hands off my brand! : the financial consequences of protecting brands through trademark infringement lawsuits
Ertekin, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of marketing 82 (2018) 5, pp. 45-65
Persistent link: https://www.econbiz.de/10011912139
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Commentary: the twilight of brand and consumerism? : digital trust, cultural meaning, and the quest for connection in the sharing economy
Sundararajan, Arun - In: Journal of marketing 83 (2019) 5, pp. 32-35
Persistent link: https://www.econbiz.de/10012176112