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Impact of internal brand management on brand performance : an empirical investigation of fashion brand
Aslam, Madiha; Gillani, Syed Hussain Mustafa; Usman, … - In: Journal of promotion management : innovations in … 29 (2023) 3, pp. 405-426
Persistent link: https://www.econbiz.de/10013550364
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Building industrial brand equity by leveraging firm capabilities and co-creating value with customers
Zhang, Jing; Jiang, Yanxin; Shabbir, Rizwan; Du, Mingfei - In: Industrial marketing management : the international … 51 (2015), pp. 47-58
Persistent link: https://www.econbiz.de/10011422733
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How brand orientation impacts B2B service brand equity? : an empirical study among Chinese firms
Zhang, Jing; Jiang, Yanxin; Shabbir, Rizwan; Zhu, Miao - In: The journal of business & industrial marketing 31 (2016) 1, pp. 83-98
Persistent link: https://www.econbiz.de/10011539342
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Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets
Safeer, Asif Ali; Abrar, Muhammad; Liu, Hancheng; He, … - In: Management decision 60 (2022) 9, pp. 2482-2502
Persistent link: https://www.econbiz.de/10013350505
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Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude : a cross-cultural Asian perspective
Safeer, Asif Ali; Chen, Yun; Abrar, Muhammad; Kumar, Nilesh - In: Asia Pacific journal of marketing and logistics 34 (2022) 7, pp. 1524-1543
Persistent link: https://www.econbiz.de/10013391109
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Impact of perceived brand authenticity on consumer behavior : an evidence from generation Y in Asian perspective
Safeer, Asif Ali; He, Yuanqiong; Lin, Yuanyuan; Abrar, … - In: International journal of emerging markets 18 (2023) 3, pp. 685-704
Persistent link: https://www.econbiz.de/10014333517