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Associative and dissociative comparative advertising strategies in broadening brand positioning

Jewell, Robert D.; Saenger, Christina - In: Journal of business research : JBR 67 (2014) 7, pp. 1559-1566

Persistent link: https://www.econbiz.de/10010379270

Beyond brand attitude : individual drivers of purchase for symbolic cobranded products

Mazodier, Marc; Merunka, Dwight - In: Journal of business research : JBR 67 (2014) 7, pp. 1552-1558

Persistent link: https://www.econbiz.de/10010379271

Brand trait transference : when celebrity endorsers acquire brand personality traits

Arsena, Ashley; Silvera, David H.; Pandelaere, Mario - In: Journal of business research : JBR 67 (2014) 7, pp. 1537-1543

Persistent link: https://www.econbiz.de/10010379277

Sponsorship effects of brand management : the role of exposure and activity involvement

Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 67 (2014) 5, pp. 1018-1025

Persistent link: https://www.econbiz.de/10010364054

Customer segmentation in retailing based on retail brand patronage patterns

David, Natalie; Schramm-Klein, Hanna; Rank, Olaf N.; … - In: The international review of retail, distribution and … 25 (2015) 5, pp. 449-459

Persistent link: https://www.econbiz.de/10011534009

The role of the brand in driving online loyalty for multichannel retailers

Frasquet Deltoro, Marta; Ruiz-Molina, María-Eugenia; … - In: The international review of retail, distribution and … 25 (2015) 5, pp. 490-502

Persistent link: https://www.econbiz.de/10011534118

Branding Brazilian slums through "freeware" cultural production : the case of Rio de Janeiro

Russo, Antonio Paolo - 2012

This paper reflects on a "cultural industry model" with important potential for local development, which is the network of independent cultural producers of Brazilian slums. The landscape of favelas is unique: plagued by poverty and crime, they have come to encapsulate the worst aspects of...

Persistent link: https://www.econbiz.de/10011516065

Marketing mix and customer equity of SPA brands : cross-cultural perspectives

Lee, Chang Han; Ko, Eunju; Tikkanen, Henrikki; Phan, … - In: Journal of business research : JBR 67 (2014) 10, pp. 2155-2163

Persistent link: https://www.econbiz.de/10010400096

Antecedents and moderators of brand trust in the context of baby care toiletries

Srivastava, Neha; Dash, Satya Bhushan; Mookerjee, Amit - In: The journal of consumer marketing 32 (2015) 5, pp. 328-340

Persistent link: https://www.econbiz.de/10011480602

The Western brands in the minds of Vietnamese consumers

Hai Chung Pham; Richards, Barry - In: The journal of consumer marketing 32 (2015) 5, pp. 367-375

Persistent link: https://www.econbiz.de/10011480675

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