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Comparing a customer-based brand equity scale with the implicit association test in examining consumer responses to brands

Priluck, Randi; Till, Brian - In: The journal of brand management : an international journal 17 (2009/10) 6, pp. 413-428

Persistent link: https://www.econbiz.de/10003980558

Classical conditioning and celebrity endorsers : an examination of belongingness and resistance to extinction

Till, Brian D.; Stanley, Sarah M.; Priluck, Randi - In: Psychology & marketing 25 (2008) 2, pp. 179-196

Persistent link: https://www.econbiz.de/10003735804

Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction

Till, Brian D.; Stanley, Sarah M.; Priluck, Randi - In: Psychology & marketing 25 (2008) 2, pp. 179-196

Persistent link: https://www.econbiz.de/10007899477

Brand alliance and customer-based brand-equity effects

Washburn, Judith H.; Till, Brian D.; Priluck, Randi - In: Psychology & marketing 21 (2004) 7, pp. 487-508

Persistent link: https://www.econbiz.de/10006963917

Co‐branding: brand equity and trial effects

Washburn, Judith H.; Till, Brian D.; Priluck, Randi - In: Journal of Consumer Marketing 17 (2000) 7, pp. 591-604

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the...

Persistent link: https://www.econbiz.de/10014848246