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Do brand communities benefit objectively under-performing products?

Thompson, Scott A.; Kaikati, Andrew M.; Loveland, James M. - In: Journal of Business & Industrial Marketing 33 (2018) 4, pp. 457-465

Purpose: The purpose of this study is to investigate the effect of brand community participation on new product adoption when the new product is the one which clearly under-performed compared to industry standards. Design/methodology/approach: The data on participation behavior, membership...

Persistent link: https://www.econbiz.de/10012073167

Traveling the paths to brand loyalty

Ahluwalia, Rohini; Kaikati, Andrew M. - In: Brands and brand management : contemporary research …, (pp. 63-90). 2010

Persistent link: https://www.econbiz.de/10003941303

Doing poorly by doing good : corporate social responsibility and brand concepts

Torelli, Carlos J.; Monga, Alokparna Basu; Kaikati, … - In: Journal of consumer research : JCR ; an … 38 (2011/12) 5, pp. 949-963

Persistent link: https://www.econbiz.de/10009501079

Doing business without exchanging money : the scale and creativity of modern barter

Kaikati, Andrew M.; Kaikati, Jack G. - In: California management review 55 (2012/13) 2, pp. 46-71

Persistent link: https://www.econbiz.de/10009717746

Consumers' use of brands to reflect their actual and ideal selves on Facebook

Hollenbeck, Candice R.; Kaikati, Andrew M. - In: International journal of research in marketing : IJRM ; … 29 (2012) 4, pp. 395-405

Persistent link: https://www.econbiz.de/10009684892

Conforming conservatives : how salient social identities can increase donations

Kaikati, Andrew M.; Torelli, Carlos J.; Winterich, … - In: Journal of consumer psychology : JCP : the official … 27 (2017) 4, pp. 422-434

Persistent link: https://www.econbiz.de/10011789693

MARKETING - Stealth Marketing: How to Reach Consumers Surreptitiously

Kaikati, Andrew M.; Kaikati, Jack G. - In: California management review : CMR 46 (2004) 4, pp. 6-22

Persistent link: https://www.econbiz.de/10006609319

B ORGANIZATIONAL BEHAVIOR - Stealth marketing: How to reach consumers surreptitiously - Bc:140

Kaikati, Andrew M.; Kaikati, Jack G. - In: Operations research, Management science : OR MS ; the … 45 (2005) 4, pp. 389-392

Persistent link: https://www.econbiz.de/10006500184

Consumers' use of brands to reflect their actual and ideal selves on Facebook

Hollenbeck, Candice R.; Kaikati, Andrew M. - In: International journal of research in marketing : IJRM ; … 29 (2012) 4, pp. 395-405

Persistent link: https://www.econbiz.de/10010050364

Identity Crisis - The dos and don'ts of brand rechristening.

Kaikati, Jack G.; Kaikati, Andrew M. - In: Marketing management : a quarterly business management … 13 (2004) 1, pp. 45-49

Persistent link: https://www.econbiz.de/10007230904