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The impact of the changed balance of power from manufacturer to retailer in the UK packaged groceries market

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Interacting contributions of different departments to brand success

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Creating and launching a challenger brand : a case study

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B2B service brand identity and brand performance : an empirical investigation in the UK's B2B IT services sector

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B2B service brand identity : scale development and validation

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The influence of brand equity on consumer responses

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Factors influencing consumer evaluations of gift promotions

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Projecting banks' identities through corporate websites : a comparative analysis of Spain and the United Kingdom

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Factors influencing consumer evaluations of gift promotions

Buil, Isabel; de Chernatony, Leslie; Montaner, Teresa - In: European Journal of Marketing 47 (2013) 3/4, pp. 574-595

Purpose – The aim of this paper is to shed light on the determinants of consumers' evaluations and purchase intentions of gift promotions. Factors analysed relate to the promoted product, the gift, the relationship between the product and the gift, and consumer traits and perceptions....

Persistent link: https://www.econbiz.de/10014722903