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The accessor effect : how (and for whom) renters' lack of perceived brand commitment dilutes brand image

Barnes, Aaron J.; White, Tiffany Barnett - In: Journal of the Academy of Marketing Science 52 (2024) 4, pp. 1069-1085

Persistent link: https://www.econbiz.de/10015048129

Brand warmth elicits feedback, not complaints

Astvansh, Vivek; Suri, Anshu; Damavandi, Hoorsana - In: Journal of the Academy of Marketing Science 52 (2024) 4, pp. 1107-1129

Persistent link: https://www.econbiz.de/10015048132

Social versus psychological brand community : the role of psychological sense of brand community

Carlson, Brad D.; Suter, Tracy A.; Brown, Tom - In: Journal of business research : JBR 61 (2008) 4, pp. 284-291

Persistent link: https://www.econbiz.de/10003704456

The impact of counterfeiting on genuine-item consumers' brand relationships

Commuri, Suraj - In: Journal of marketing 73 (2009) 3, pp. 86-98

Persistent link: https://www.econbiz.de/10003838590

Social versus psychological brand community : the role of psychological sense of brand community

Carlson, Brad D.; Suter, Tracy A.; Brown, Tom - 2010

Persistent link: https://www.econbiz.de/10003924381

Exploring shopper marketing approach implications on brand communication at the point-of-purchase : an expert's opinion qualitative study

Silveira, Paulo Duarte; Marreiros, Cristina Galamba - In: The journal of applied business research 30 (2014) 5, pp. 1329-1337

Persistent link: https://www.econbiz.de/10010470529

Quality dimensions in online communities influence purchase intentions

Wang, Chung-Yu; Lee, Hsiao-Ching; Wu, Li wei; Liu, … - In: Management decision : MD 55 (2017) 9, pp. 1984-1998

Persistent link: https://www.econbiz.de/10011779017

The influence of brand effect on slogan's memorability

Silveira, Paulo Duarte; Bogas, Paulo - In: European research studies 22 (2019) 4, pp. 88-100

Persistent link: https://www.econbiz.de/10012286143

Brand Evolution : moderne Markenführung im digitalen Zeitalter

Hassenstein, Katrin; Kirchenbauer, Alena - 2022 - 3., vollständig überarbeitete und erweiterte Auflage

Dieses Buch präsentiert die wesentlichen Aspekte der Markenführung im Internet. Wissenschaftler*innen stellen die Erkenntnisse der Markentheorie und des Markenmanagements dar und Digitalexpert*innen führen aus, wie die Instrumente der Markenführung im Netz konkret umgesetzt werden. Da das...

Persistent link: https://www.econbiz.de/10013327921

Nonmonetary awards and innovation : evidence from winning China's top brand contest

Luo, Lianfa; Cheng, Zhiming; Ye, Qingqing; Cheng, Yanjun; … - 2023

We use the short-lived, but high-profile, China Top Brand Award to examine the causal effects of nonmonetary awards on firm innovation. To do so, we create a panel dataset by matching official China Top Brand Award recipients to the innovation outputs of listed companies. Results from...

Persistent link: https://www.econbiz.de/10014432424