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Targeting a minority without a...
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McCarthy, Michael S.
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Marketing management : a quarterly business management publication of the American Marketing Association
4
Brand management ; Vol. 3
3
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3
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2
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Examining the realtionship between brand usage and brand knowledge structures
Oakenfull, Gillian K.
;
McCarthy, Michael S.
- In:
The journal of brand management : an international journal
17
(
2009/10
)
4
,
pp. 279-288
Persistent link: https://www.econbiz.de/10003944863
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2
Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media
Oakenfull, Gillian K.
;
McCarthy, Michael S.
;
Greenlee, …
- In:
Journal of advertising research
48
(
2008
)
2
,
pp. 191-198
Persistent link: https://www.econbiz.de/10008074619
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3
Synergies of promotional products and print advertising in building brand equity for a new brand
McCarthy, Michael S.
;
Fram, Eugene H.
- In:
Journal of promotion management : JPM
14
(
2008
)
1/2
,
pp. 3-15
Persistent link: https://www.econbiz.de/10003810638
Saved in:
4
Improving competitive position using branded ingredients
McCarthy, Michael S.
;
Norris, Donald G.
-
2010
Persistent link: https://www.econbiz.de/10003924402
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5
Managing negative feedback effects associated with brand extensions : the impact of alternative branding strategies
Milberg, Sandra J.
;
Park, C. Whan
;
McCarthy, Michael S.
-
2010
Persistent link: https://www.econbiz.de/10003924414
Saved in:
6
New brands versus brand extensions, attitudes versus choice : experimental evidence for theory and practice
McCarthy, Michael S.
;
Heath, Timothy B.
;
Milberg, Sandra J.
-
2010
Persistent link: https://www.econbiz.de/10003924423
Saved in:
7
Standing out from the crowd : the caucus methodology for eliciting brand associations across competitors
McCarthy, Michael S.
;
Oakenfull, Gillian
- In:
Journal of advertising research
54
(
2014
)
2
,
pp. 163-177
Persistent link: https://www.econbiz.de/10010383785
Saved in:
8
The asymmetric effects of extending brands to lower and higher quality
Heath, Timothy B.
;
DelVecchio, Devon
;
McCarthy, Michael S.
- In:
Journal of marketing
75
(
2011
)
4
,
pp. 3-20
Persistent link: https://www.econbiz.de/10009270917
Saved in:
9
Retaining customer satisfaction in turbulent times
Fram, Eugene H.
;
McCarthy, Michael S.
- In:
The international journal of bank marketing : IJBM
29
(
2011
)
7
,
pp. 555-562
Persistent link: https://www.econbiz.de/10009388873
Saved in:
10
Queer eye for a gay guy: Using market-specific symbols in advertising to attract gay consumers without alienating the mainstream
Oakenfull, Gillian K.
;
Greenlee, Timothy B.
- In:
Psychology & marketing
22
(
2005
)
5
,
pp. 421-440
Persistent link: https://www.econbiz.de/10006960275
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