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Brand name change : can trust and loyalty be transferred?

Pauwels-Delassus, Véronique; Descotes, Raluca Mogos - In: The journal of brand management : an international journal 20 (2012/13) 8, pp. 656-669

Persistent link: https://www.econbiz.de/10010197490

The strategy tool : the trademark map of best 100 brands in the world

Chen, Rain; Liang, Chapie - In: Journal of management and strategy : JMS 4 (2013) 4, pp. 21-31

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What is true (brand) love? : the love concept in branding theory and research

Merdin, Ezgi - In: Journal of euromarketing 22 (2013) 3, pp. 51-63

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Positioning brands against large competitors to increase sales

Paharia, Neeru; Avery, Jill; Keinan, Anat - In: Journal of marketing research : JMR 51 (2014) 6, pp. 647-656

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A research agenda for brand management in a new era of consumerism

King, Ceridwyn (ed.); Murillo, Enrique (ed.) - 2023

"Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. Tracking the seismic shifts in consumerism over time,...

Persistent link: https://www.econbiz.de/10014372517

Three themes for the future of brands in a changing consumer marketplace

Campbell, Margaret C.; Price, Linda L. - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 517-526

Persistent link: https://www.econbiz.de/10012799006

Building brands for the emerging bicultural market : the appeal of paradox brands

Rodas, Maria A.; John, Deborah Roedder; Torelli, Carlos J. - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 633-650

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Social media responses and brand personality in product and moral harm crises : why waste a good crisis?

Nadeau, John; Rutter, Richard; Lettice, Fiona - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 11/12, pp. 1031-1054

Persistent link: https://www.econbiz.de/10012395421

Understanding branding is demanding ...

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The role of personal brand on consumer behaviour in tourism contexts : the case of Madeira

Sousa, Bruno; Rodrigues, Sónia - In: Enlightening tourism : ET ; a pathmaking journal 9 (2019) 1, pp. 38-62

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