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Figures in the carpet of branding

Brown, Stephen - In: Journal of service management 33 (2022) 3, pp. 428-436

Persistent link: https://www.econbiz.de/10013325592

The role of brand coolness in the masstige co-branding of luxury and mass brands

Suzuki, Satoko; Kanno, Saori - In: Journal of business research : JBR 149 (2022), pp. 240-249

Persistent link: https://www.econbiz.de/10013325603

Algorithmic branding through platform assemblages : core conceptions and research directions for a new era of marketing and service management

Kozinets, Robert V. - In: Journal of service management 33 (2022) 3, pp. 437-452

Persistent link: https://www.econbiz.de/10013325615

Towards a theory of brand love in services : the power of identity and social relationships

Ahuvia, Aaron; Izberk-Bilgin, Elif; Lee, Kyungwon - In: Journal of service management 33 (2022) 3, pp. 453-464

Persistent link: https://www.econbiz.de/10013325628

Anthropomorphic brand management : an integrated review and research agenda

Sharma, Monika; Rahman, Zillur - In: Journal of business research : JBR 149 (2022), pp. 463-475

Persistent link: https://www.econbiz.de/10013325632

Competing cues in brand alliance advertisements

Voss, Kevin E.; Li, Ying Ying; Song, Young Ok Sunny - In: Journal of business research : JBR 149 (2022), pp. 476-493

Persistent link: https://www.econbiz.de/10013325634

The invisible leash : when human brands hijack corporate brands' consumer relationships

Giertz, Johann N.; Hollebeek, Linda D.; Weiger, Welf Hermann - In: Journal of service management 33 (2022) 3, pp. 485-495

Persistent link: https://www.econbiz.de/10013325644

Transformative value positioning for service brands : key principles and challenges

Leroi-Werelds, Sara; Matthes, Jörg - In: Journal of service management 33 (2022) 4/5, pp. 552-564

Persistent link: https://www.econbiz.de/10013325707

Customer interaction strategy, brand purpose and brand communities

Calder, Bobby J. - In: Journal of service management 33 (2022) 4/5, pp. 747-757

Persistent link: https://www.econbiz.de/10013325757

Female sexuality in marketing communication and effects on the millennial buying decisions in fashion industry in Nigeria

Oniku, Ayodele Christopher; Joaquim, Anthonia Farayola - In: Rajagiri management journal 16 (2022) 2, pp. 105-117

Purpose - The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying...

Persistent link: https://www.econbiz.de/10013325880