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Strategic benefits of low fit brand extensions : when and why?
Chun, HaeEun Helen; Park, C. Whan; Eisingerich, Andreas B; … - In: Journal of consumer psychology : JCP : the official … 25 (2015) 4, pp. 577-595
Persistent link: https://www.econbiz.de/10011411181
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Brand-self connections and brand prominence as drivers of employee brand attachment
Gill-Simmen, Lucy; MacInnis, Deborah J.; Eisingerich, … - In: AMS review : official publication of the Academy of … 8 (2018) 3/4, pp. 128-146
Persistent link: https://www.econbiz.de/10011975475
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Why recommend a brand face-to-face but not on Facebook? : how word-of-mouth on online social sites differs from traditional word-of-mouth
Eisingerich, Andreas B; Chun, HaeEun Helen; Liu, Yeyi; … - In: Journal of consumer psychology : JCP : the official … 25 (2015) 1, pp. 120-128
Persistent link: https://www.econbiz.de/10010485541
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The role of brand logos in firm performance
Park, C. Whan; Eisingerich, Andreas B; Pol, Gratiana; … - In: Journal of business research : JBR 66 (2013) 2, pp. 180-187
Persistent link: https://www.econbiz.de/10009715055
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From brand aversion or indifference to brand attachment : authors' response to commentaries to Park, Eisingerich, and Park's brand attachment-aversion model
Park, C. Whan; Eisingerich, Andreas B; Park, Jason Whan - In: Journal of consumer psychology : JCP : the official … 23 (2013) 2, pp. 269-274
Persistent link: https://www.econbiz.de/10009766839
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Relating badly to brands
Fournier, Susan; Alvarez, Claudio - In: Journal of consumer psychology : JCP : the official … 23 (2013) 2, pp. 253-264
Persistent link: https://www.econbiz.de/10009766849
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Brand attachment and brand attitude strength : conceptual and empirical differentiation of two critical brand equity drivers
Park, C. Whan; MacInnis, Deborah J.; Priester, Joseph; … - In: Journal of marketing 74 (2010) 6, pp. 1-17
Persistent link: https://www.econbiz.de/10008702776
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Exploring the changing role of brand archetypes in customer-brand relationships : why try to be a hero when your brand can be more?
Merlo, Omar; Eisingerich, Andreas B; Gillingwater, Richard - In: Business horizons 66 (2023) 5, pp. 615-629
Persistent link: https://www.econbiz.de/10014382987
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Do CSR efforts that focus on helping the environment influence brand purchase more than other forms of CSR?
Eisingerich, Andreas B; MacInnis, Deborah J.; Park, C. Whan - In: Journal of business research : JBR 168 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10014434839
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The moderating effect of store image on the relationship between private label naming strategy and perceived risk
Stoppacher, Lukas; Foscht, Thomas; Eisingerich, Andreas B - In: Advances in National Brand and Private Label Marketing …, (pp. 115-118). 2022
Persistent link: https://www.econbiz.de/10013281289