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Retailing in Eastern Europe : emerging markets within the European Union

Burt, Steven - In: Handbuch Handel : Strategien - Perspektiven - …, (pp. 139-159). 2006

Persistent link: https://www.econbiz.de/10003275820

B2B brand equity : investigating the effects of human capital and relational trust

Biedenbach, Galina; Hultén, Peter; Tarnovskaya, Veronika - In: Journal of Business & Industrial Marketing 34 (2019) 1, pp. 1-11

Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity. Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation...

Persistent link: https://www.econbiz.de/10012073141

Corporate rebranding failure and brand meanings in the digital environment

Tarnovskaya, Veronika; Biedenbach, Galina - In: Marketing Intelligence & Planning 36 (2018) 4, pp. 455-469

Purpose: The purpose of this paper is to investigate the dynamic process of brand meaning creation by multiple stakeholders during corporate rebranding in the digital environment. Design/methodology/approach: By applying a symbolic interactionist perspective, the case study analyses a failed...

Persistent link: https://www.econbiz.de/10012078392

Corporate brand as a contract with stakeholders : theology or pragmatism?

Tarnovskaya, Veronika - In: Marketing intelligence & planning 33 (2015) 6, pp. 865-886

Persistent link: https://www.econbiz.de/10011447681

Ethical leadership in sustainable development : H&M and water management

Tolstoy, Daniel; Melén Hånell, Sara; Tarnovskaya, Veronika - In: Creating a sustainable competitive position : ethical …, (pp. 111-127). 2023

Persistent link: https://www.econbiz.de/10014455253

COUNTRY CLOSE-UP: SWEDEN - International Growth Through Cooperation: Brand-Driven Strategies Leadership, and Career Development in Sweden

Larsson, Rikard; Brousseau, Kenneth R.; Driver, Michael J. - In: The Executive : an Academy of Management Publication 17 (2003) 1, pp. 7-24

Persistent link: https://www.econbiz.de/10007033395

Multiple stakeholders and B2B branding in emerging markets

Tarnovskaya, Veronika; Biedenbach, Galina - In: Qualitative market research : an international journal 19 (2016) 3, pp. 287-309

Persistent link: https://www.econbiz.de/10011598472

Market shaping MNCs in emerging markets : stakeholder engagement and the role of embeddedness

Schaumann, Janina M.; Tarnovskaya, Veronika - In: Industrial marketing management : the international … 114 (2023), pp. 64-79

Persistent link: https://www.econbiz.de/10014433443

Organizational resilience and internal branding : investigating the effects triggered by self-service technology

Biedenbach, Galina; Biedenbach, Thomas; Hultén, Peter; … - In: The journal of brand management : an international journal 29 (2022) 4, pp. 420-433

Persistent link: https://www.econbiz.de/10013270451

Drivers or passengers? : a taxonomy of multinationals' approaches to corporate social responsibility implementation in developing markets

Tarnovskaya, Veronika; Tolstoy, Daniel; Melén Hånell, Sara - In: International marketing review 39 (2022) 7, pp. 1-24

Persistent link: https://www.econbiz.de/10013532324