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E-zines silence the brand detractors
Briers, Barbara; Dewitte, Siegfried; Van den Bergh, Jan - 2005
Persistent link: https://www.econbiz.de/10003147414
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Broad vs narrow brand positioning : effects on competitive brand performance
Olsen, Lars Erling; Samuelsen, Bendik Meling; Pappas, … - In: European journal of marketing 56 (2022) 3, pp. 799-816
Persistent link: https://www.econbiz.de/10013173448
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Too much of a good thing? : consumer response to strategic changes in brand image
Gaustad, Tarje; Samuelsen, Bendik M.; Warlop, Luk; … - In: International journal of research in marketing : IJRM ; … 36 (2019) 2, pp. 264-280
Persistent link: https://www.econbiz.de/10012063328
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The perils of self-brand connections : consumer response to changes in brand meaning
Gaustad, Tarje; Samuelsen, Bendik M.; Warlop, Luk; … - In: Psychology & marketing 35 (2018) 11, pp. 818-829
Persistent link: https://www.econbiz.de/10011970115
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Brand extension similarity can backfire when you look for something specific
Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling - In: European journal of marketing : EJM 51 (2017) 5/6, pp. 850-868
Persistent link: https://www.econbiz.de/10011708355
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Is similarity a constraint for service-to-service brand extensions?
Dimitriu, Radu; Warlop, Luk - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 1019-1041
Persistent link: https://www.econbiz.de/10013471031