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Au cœur de la marque : les clés du management de la marque
Michel, Géraldine - 2017 - 3e édition
Persistent link: https://www.econbiz.de/10011779958
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From brand identity to polysemous brands : commentary on "Performing identities : processes of brand and stakeholder identity co-construction"
Michel, Géraldine - In: Journal of business research : JBR 70 (2017), pp. 453-455
Persistent link: https://www.econbiz.de/10011620574
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How special rewards in loyalty programs enrich consumer–brand relationships : The role of self‐expansion
Gorlier, Tiphaine; Michel, Géraldine - In: Psychology & Marketing 37 (2020) 4, pp. 588-603
Persistent link: https://www.econbiz.de/10012189625
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Nonprofit brand image and typicality influences on charitable giving
Michel, Géraldine; Rieunier, Sophie - In: Journal of business research : JBR 65 (2012) 5, pp. 701-707
Persistent link: https://www.econbiz.de/10009528781
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Salesperson-brand relationship : main dimensions and impact within the context of private brand retailing
Michel, Géraldine; Merk, Michaela; Eroglu, Sevgin - In: The journal of personal selling & sales management : JPSSM 35 (2015) 4, pp. 314-333
Persistent link: https://www.econbiz.de/10011416000
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When do advertising parodies hurt? : the power of humor and credibility in viral spoof advertisements
Sabri, Ouidade; Michel, Géraldine - In: Journal of advertising research 54 (2014) 2, pp. 233-247
Persistent link: https://www.econbiz.de/10010383777
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Brand personification through the use of spokespeople : an exploratory study of ordinary employees, CEOs, and celebrities featured in advertising
Fleck, Nathalie; Michel, Géraldine; Zeitoun, Valérie - In: Psychology & marketing 31 (2014) 1, pp. 84-92
Persistent link: https://www.econbiz.de/10010251699
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Mieux comprendre les comportements alimentaires grâce au concept de perception du risque nutritionnel
Laporte, Marie-Eve; Michel, Géraldine; Rieunier, Sophie - In: Recherche et applications en marketing 30 (2015) 1, pp. 81-117
Persistent link: https://www.econbiz.de/10011528538
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Comment la marque donne du sens au collaborateur : vers une vision élargie due capital-marque
Berger-Rémy, Fabienne; Michel, Géraldine - In: Recherche et applications en marketing 30 (2015) 2, pp. 30-57
Persistent link: https://www.econbiz.de/10011529376
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Why negative brand extension evaluations do not always negatively affect the brand : the role of central and peripheral brand associations
Michel, Géraldine; Donthu, Naveen - In: Journal of business research : JBR 67 (2014) 12, pp. 2611-2619
Persistent link: https://www.econbiz.de/10010483031