Narrow search
Showing 1 - 10 of 15,707
Cover Image
Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Schmidt, Holger J.; Baumgarth, Carsten - In: The journal of brand management : an international journal 25 (2018) 3, pp. 250-265
Persistent link: https://www.econbiz.de/10011884942
Cover Image
Why doesn't our branding pay off : optimising the effects of branding through innovation
Lee, Wai Jin; O'Cass, Aron; Sok, Phyra - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 509-529
Persistent link: https://www.econbiz.de/10011574456
Cover Image
Do proactive and reactive causes to delete a brand impact deletion success? : the role of brand orientation
Temprano-García, Víctor; Rodríguez-Escudero, Ana Isabel - In: The journal of asset management 27 (2020) 2, pp. 211-226
Persistent link: https://www.econbiz.de/10012298776
Cover Image
SME brand identity : its components, and performance effects
Muhonen, Timo; Hirvonen, Saku; Laukkanen, Tommi - In: The journal of product & brand management 26 (2017) 1, pp. 52-67
Persistent link: https://www.econbiz.de/10011666464
Cover Image
Interactive role of consumer discrimination and branding against counterfeiting : a study of multinational managers' perception of global brands in China
Sonmez, Mahmut; Yang, Deli; Fryxell, Gerald - In: Journal of business ethics : JOBE 115 (2013) 1, pp. 195-211
Persistent link: https://www.econbiz.de/10009785868
Cover Image
The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success
Sichtmann, Christina; Diamantopoulos, Adamantios - In: Journal of the Academy of Marketing Science 41 (2013) 5, pp. 567-585
Persistent link: https://www.econbiz.de/10010126677
Cover Image
Does brand orientation contribute to retailers' success? : an empirical study in the South African market
Schmidt, Holger J.; Mason, Roger B.; Steenkamp, Pieter; … - In: Journal of retailing and consumer services 38 (2017), pp. 210-222
Persistent link: https://www.econbiz.de/10011743275
Cover Image
Does brand orientation help B2B SMEs in gaining business growth?
Hirvonen, Saku; Laukkanen, Tommi; Salo, Jari - In: The journal of business & industrial marketing 31 (2016) 4, pp. 472-487
Persistent link: https://www.econbiz.de/10011496545
Cover Image
Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun; Lou, Yung-Chien; Bei, Lien-ti; Monroe, … - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 680-701
Persistent link: https://www.econbiz.de/10010466638