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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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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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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
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Improving competitive position using branded ingredients
McCarthy, Michael S.; Norris, Donald G. - 2010
Persistent link: https://www.econbiz.de/10003924402
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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
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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
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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
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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
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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
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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