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Lucky names : superstitious beliefs in Chinese corporate branding strategy for bank marketing
Li, Hung-Hui; Hsieh, Min-Yu; Chang, William Li - In: The North American journal of economics and finance : a … 35 (2016), pp. 226-233
Persistent link: https://www.econbiz.de/10011672316
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Hospital branding in Italy : a pilot study based on the case method
Esposito, Annamaria - In: Health marketing quarterly 34 (2017) 1, pp. 35-47
Persistent link: https://www.econbiz.de/10011686953
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A brand within a brand : an integrated understanding of internal brand management and brand architecture in the public sector
Leijerholt, Ulrika; Chapleo, Chris; O'Sullivan, Helen - In: The journal of brand management : an international journal 26 (2019) 3, pp. 277-290
Persistent link: https://www.econbiz.de/10012060071
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Co-creating corporate brand identity with online brand communities : a managerial perspective
Essamri, Azzouz; McKechnie, Sally; Winklhofer, Heidi - In: Journal of business research : JBR 96 (2019), pp. 366-375
Persistent link: https://www.econbiz.de/10011981083
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Extending the boundaries of corporate branding : an exploratory study of the influence of brand familiarity in recruitment practices through social media by B2B firms
Kumar, Ashish; Möller, K. E. Kristian - In: Corporate reputation review : an international journal 21 (2018) 3, pp. 101-114
Persistent link: https://www.econbiz.de/10011915390
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The role of brand authenticity in developing brand trust
Portal, Sivan; Abratt, Russell; Bendixen, Michael - In: Journal of strategic marketing 27 (2019) 8, pp. 714-729
Persistent link: https://www.econbiz.de/10012202789
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Brand power relationships : a co-evolutionary conceptual framework
Mingione, Michela; Kashif, Muhammad; Petrescu, Maria - In: Journal of relationship marketing : innovations and … 19 (2020) 1, pp. 1-28
Persistent link: https://www.econbiz.de/10012181034
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Can brands circumvent marketing regulations? : exploiting umbrella branding in financial markets
Lu, Yan; Mitra, Debanjan; Musto, David K.; Ray, Sugata - In: Marketing science : the marketing journal of the … 39 (2020) 1, pp. 71-91
Persistent link: https://www.econbiz.de/10012183075
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History matters : the role of history in corporate brand strategy
Iglesias, Oriol; Ind, Nicholas; Schultz, Majken - In: Business horizons 63 (2020) 1, pp. 51-60
Persistent link: https://www.econbiz.de/10012162016
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Corporate brand identity and employee brand citizenship behaviour : a conceptual framework
Gilani, Hasan - In: The marketing review 19 (2019) 1/2, pp. 51-84
Persistent link: https://www.econbiz.de/10012155693