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Brand positioning
Tybout, Alice M.; Sternthal, Brian - In: Kellogg on branding : the marketing faculty of the …, (pp. 11-26). 2005
Persistent link: https://www.econbiz.de/10003285241
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Brand positioning
Tybout, Alice M.; Sternthal, Brian - In: Kellogg on marketing, (pp. 31-57). 2001
Persistent link: https://www.econbiz.de/10001612973
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Writing a brand positioning statement and translating it into brand design
Calder, Bobby J. - In: Kellogg on marketing, (pp. 92-111). 2010
Persistent link: https://www.econbiz.de/10008664285
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Branding and the psychology of consumer behavior
Calder, Bobby J. - In: Psychology of branding, (pp. 3-13). 2013
Persistent link: https://www.econbiz.de/10009775646
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Customer interaction strategy, brand purpose and brand communities
Calder, Bobby J. - In: Journal of service management 33 (2022) 4/5, pp. 747-757
Persistent link: https://www.econbiz.de/10013325757
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Creating and managing brands
Tybout, Alice M.; Carpenter, Gregory S. - In: Kellogg on marketing, (pp. 112-141). 2010
Persistent link: https://www.econbiz.de/10008664284
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Creating and managing brands
Tybout, Alice M.; Carpenter, Gregory S. - In: Kellogg on marketing, (pp. 74-102). 2001
Persistent link: https://www.econbiz.de/10001612976
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Advertising strategy
Rucker, Dereck D.; Sternthal, Brian - In: Kellogg on marketing, (pp. 209-231). 2010
Persistent link: https://www.econbiz.de/10008664280
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Brand diagnostics : mapping branding effects using consumer associative networks
Henderson, Geraldine Rosa; Iacobucci, Dawn; Calder, Bobby J. - 2010
Persistent link: https://www.econbiz.de/10003924113
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The experimental evaluation of brand strength and brand value
He, Junnan; Calder, Bobby J. - In: Journal of business research : JBR 115 (2020), pp. 194-202
Persistent link: https://www.econbiz.de/10012271077