Similar Search Results - EconBiz

Using relationship metaphors to understand and track brands

Wittenbraker, John; Zeitoun, Helen; Fournier, Susan - In: Strong brands, strong relationships, (pp. 360-375). 2015

Persistent link: https://www.econbiz.de/10011316649

Consumer-brand relationships : theory and practice

Fournier, Susan (ed.) - 2012

"The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and...

Persistent link: https://www.econbiz.de/10009728942

When companies don't make the ad : a multimethod inquiry into the differential effectiveness of consumer-generated advertising

Lawrence, Benjamin; Fournier, Susan; Brunel, Frédéric - In: Journal of advertising : official publication of the … 42 (2013) 4, pp. 292-307

Persistent link: https://www.econbiz.de/10010230073

Word-of-mouth rhetorics in social media talk

Toder-Alon, Anat; Brunel, Frédéric F.; Fournier, Susan - In: Journal of marketing communications 20 (2014) 1/2, pp. 42-64

Persistent link: https://www.econbiz.de/10010243431

Unlock the mysteries of your customer relationships

Avery, Jill; Fournier, Susan; Wittenbraker, John - In: Harvard business review : HBR 92 (2014) 7/8, pp. 72-81

Persistent link: https://www.econbiz.de/10010382008

Brand architecture strategy and firm value : how leveraging, separating, and distancing the corporate brand affects risk and returns

Hsu, Liwu; Fournier, Susan; Srinivasan, Shuba - In: Journal of the Academy of Marketing Science 44 (2016) 2, pp. 261-280

Persistent link: https://www.econbiz.de/10011453234

Word-of-mouth rhetorics in social media talk

Toder-Alon, Anat; Brunel, Frédéric F.; Fournier, Susan - In: Word of mouth and social media, (pp. 41-63). 2014

Persistent link: https://www.econbiz.de/10010409813

Das Geheimnis guter Beziehungen

Avery, Jill; Fournier, Susan; Wittenbraker, John - In: Harvard-Business-Manager : das Wissen der Besten 36 (2014) 9, pp. 44-55

Persistent link: https://www.econbiz.de/10010392076

The uninvited brand

Fournier, Susan; Avery, Jill - In: Business horizons 54 (2011) 3, pp. 193-207

Persistent link: https://www.econbiz.de/10009126412

When good brands do bad

Aaker, Jennifer (contributor); Fournier, Susan (contributor) - 2008

Persistent link: https://www.econbiz.de/10003747746

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