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Packaging as a vehicle for mythologizing the brand
Kniazeva, Maria; Belk, Russell W. - 2009
Persistent link: https://www.econbiz.de/10003785647
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Brand management
Dall'Olmo Riley, Francesca (contributor) - 2010
Persistent link: https://www.econbiz.de/10003838866
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When corporate image affects product evaluations : the moderating role of perceived risk
Gürhan-Canli, Zeynep; Batra, Rajeev - 2009
Persistent link: https://www.econbiz.de/10003785061
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Brand-building : finding the touchpoints that count
Hogan, Suzanne; Almquist, Eric; Glynn, Simon E. - 2009
Persistent link: https://www.econbiz.de/10003785150
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How global brands compete
Holt, Douglas B.; Quelch, John A.; Taylor, Earl L. - 2009
Persistent link: https://www.econbiz.de/10003785267
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Brands as signals : a cross-country validation study
Erdem, Tülin; Swait, Joffre; Valenzuela, Ana - 2009
Persistent link: https://www.econbiz.de/10003785269
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Consumption symbols as carriers of culture : a study of Japanese and Spanish brand personality constructs
Aaker, Jennifer; Benet-Martínez, Verónica; Garolera, Jordi - 2009
Persistent link: https://www.econbiz.de/10003785277
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Building foreign brand personalities in Russia : the moderating effect of consumer ethnocentrism
Supphellen, Magne; Grønhaug, Kjell - 2009
Persistent link: https://www.econbiz.de/10003785279
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Managing images in different cultures : a cross-national study of color meanings and preferences
Madden, Thomas Justin; Hewett, Kelly; Roth, Martin S. - 2009
Persistent link: https://www.econbiz.de/10003785591