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A new era of consumer marketing? : an application of co-creational marketing in the music industry
Gamble, Jordan; Gilmore, Audrey - In: European journal of marketing : EJM 47 (2013) 11/12, pp. 1859-1888
Persistent link: https://www.econbiz.de/10010205966
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Stop me if you've heard this one before : identity-based consumer responses to music in marketing contexts
Godfrey, Zoë; Korschun, Daniel - In: AMS review : official publication of the Academy of … 14 (2024) 1/2, pp. 37-52
Persistent link: https://www.econbiz.de/10014584096
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From marketing communications to brand management : factors influencing relationship quality and customer retention
Thaichon, Paramaporn; Quach, Sara - In: Journal of relationship marketing : innovations & … 14 (2015) 3, pp. 197-219
Persistent link: https://www.econbiz.de/10011383849
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(In)direct effects of customer-defined market orientation on brand loyalty through purchase intention and brand image : a parallel mediation approach
Khan, Naveed R.; Ul Abedin, Zain; Ghouri, Arsalan Mujahid - In: The Lahore journal of business 9 (2020/2021) 2, pp. 79-108
Persistent link: https://www.econbiz.de/10012628305
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Reaching for customer centricity : wine brand positioning configurations
Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21
This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were...
Persistent link: https://www.econbiz.de/10012601505
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Marketing mix influence on service brand equity and its dimensions
Mukherjee, Somnath; Shivani, Shradha - In: Vision : the journal of business perspective 20 (2016) 1, pp. 9-23
Persistent link: https://www.econbiz.de/10011581949
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Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person
Gabrielli, Veronica; Baghi, Ilaria - In: Journal of marketing communications 22 (2016) 4, pp. 385-402
Persistent link: https://www.econbiz.de/10011612598
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A study of factors for private label brands' success in food, grocery and apparels
Ajay Singh; De, Debdeep - In: International journal of management practice : IJMP 9 (2016) 1, pp. 93-107
Persistent link: https://www.econbiz.de/10011591733
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Impact of Facebook marketing on Lebanese athletes' decision-making process
Daou, Lindos; Sarkis, Nada; Nader, Youssef - In: International journal of sport management and marketing … 18 (2018) 5, pp. 402-416
Persistent link: https://www.econbiz.de/10011989452
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Recapturing images after a brand crisis through marketing communication in social networks : the Maggi controversy
Srivastava, R. K. - In: International journal of export marketing 2 (2018) 1, pp. 63-86
Persistent link: https://www.econbiz.de/10011961390