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Strategic brand concept-image management

Park, C. Whan; Jaworski, Bernard J.; MacInnis, Deborah J. - 2009

Persistent link: https://www.econbiz.de/10003784829

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

Strategic brand concept-image management

Park, C. Whan; Jaworski, Bernard J.; MacInnis, Deborah J. - 2010

Persistent link: https://www.econbiz.de/10003924111

Strategic brand concept-image management

Park, C. Whan - In: Journal of marketing 50 (1986) 4, pp. 135-145

Persistent link: https://www.econbiz.de/10001013452

Handbook of brand relationships

MacInnis, Deborah J. (ed.) - 2009

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The...