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The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment
Lovett, Mitchell; Staelin, Richard - 2012
We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...
Persistent link: https://www.econbiz.de/10009699396
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Effect of sales on brand loyalty
Huang, Rui (contributor); Perloff, Jeffrey M. (contributor);  … - 2006
Persistent link: https://www.econbiz.de/10003718953
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The way brands work : consumers' understanding of the creation and usage of brands
Bertilsson, Jon - 2009
Persistent link: https://www.econbiz.de/10003905269
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Brand adoption by BoP retailers
Sinha, P. K.; Gupta, Suraksha; Rawal, Saurabh - 2014
Persistent link: https://www.econbiz.de/10010337571
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The perils of self-brand connections : consumer response to changes in brand image
Gaustad, Tarje - 2015
Persistent link: https://www.econbiz.de/10011439157
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Botschafter der Markenidentität : eine ganzheitliche Betrachtung und Analyse
Hohenstein, Nicole - 2008
Persistent link: https://www.econbiz.de/10003660797
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Consumer attitude towards brand extensions : an integrative model and research propositions
Czellar, Sandor - 2002
Persistent link: https://www.econbiz.de/10001712945
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Branded websites, marketplace selling and price competition
Loginova, Oksana - 2021
Persistent link: https://www.econbiz.de/10012659075
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Visual elicitation of brand perception
Dzyabura, Daria; Peres, Renana - 2019
Persistent link: https://www.econbiz.de/10012494101
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National brand of Ukraine : monograph
Mazaraki, Anatoliy; Melnychenko, Svitlana; Melnyk, Tetiana - 2018
Persistent link: https://www.econbiz.de/10012249301