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Die Führung einer Fakultät als Marke
Mühlbacher, Hans - In: Management von Universitäten : zwischen Tradition und …, (pp. 85-97). 2006
Persistent link: https://www.econbiz.de/10003343992
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Drivers of brand strength : configural paths to strong cognitive brand equity
Mühlbacher, Hans; Raies, Karine; Grohs, Reinhard; … - In: Journal of business research : JBR 69 (2016) 8, pp. 2774-2780
Persistent link: https://www.econbiz.de/10011506881
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One pie, many recipes : alternative paths to high brand strength
Grohs, Reinhard; Raeis, Karine; Koll, Oliver; … - In: Journal of business research : JBR 69 (2016) 6, pp. 2244-2251
Persistent link: https://www.econbiz.de/10011472212
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Co-creating stakeholder and brand identities : introduction to the special section
Wallpach, Sylvia von; Voyer, Benjamin G.; Kastanakis, Minas - In: Journal of business research : JBR 70 (2017), pp. 395-398
Persistent link: https://www.econbiz.de/10011620548
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Necessary perceptions of family values and luxury characteristics for brand luxuriousness : evidence from luxury watch brands
Dinh, Estelle; Mühlbacher, Hans; Torchia, Mariaterasa - In: The journal of brand management : an international journal 31 (2024) 1, pp. 58-78
Persistent link: https://www.econbiz.de/10014447419
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Brand identity dynamics : reinforcement or destabilisation of a sport brand identity through the introduction of esports?
Mühlbacher, Hans; Bertschy, Marjorie; Desbordes, Michel - In: Journal of strategic marketing 30 (2022) 4, pp. 421-442
Persistent link: https://www.econbiz.de/10013370887