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Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding
Madden, Thomas J.; Fehle, Frank; Fournier, Susan - In: Journal of the Academy of Marketing Science 34 (2006) 2, pp. 224-235
Persistent link: https://www.econbiz.de/10006149003
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When Good Brands Do Bad
Aaker, Jennifer; Fournier, Susan; Brasel, S.Adam - In: Journal of consumer research : JCR ; an … 31 (2004) 1, pp. 1-16
Persistent link: https://www.econbiz.de/10006646326
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Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies
Mick, David Glen; Fournier, Susan - In: Journal of consumer research : JCR ; an … 25 (1998) 2, pp. 123-143
Persistent link: https://www.econbiz.de/10006669275
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Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Fournier, Susan - In: Journal of consumer research : JCR ; an … 24 (1998) 4, pp. 343-373
Persistent link: https://www.econbiz.de/10006671224
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BEST PRACTICE - Getting Brand Communities Right
Fournier, Susan; Lee, Lara - In: Harvard business review : HBR (2009), pp. 105-111
Persistent link: https://www.econbiz.de/10008234745
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How do brand portfolio strategies affect firm value?
Hsu, Liwu; Fournier, Susan; Srinivasan, Shuba - In: MSI reports : working paper series (2011) 3, pp. 95-155
Persistent link: https://www.econbiz.de/10010005584
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Beziehungsmarketing: Des Guten zuviel für die Stammkäufer
Fournier, Susan; Dobscha, Susan; Mick, David Glen - In: Harvard-Business-Manager : das Wissen der Besten 20 (1998) 3, pp. 101-109
Persistent link: https://www.econbiz.de/10007064473
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The uninvited brand
Fournier, Susan; Avery, Jill - In: Business horizons 54 (2011) 3, pp. 193-208
Persistent link: https://www.econbiz.de/10008931546
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MANAGING CUSTOMERS - Putting the 'Relationship' Back Into CRM
Fournier, Susan; Avery, Jill - In: MIT sloan management review 52 (2011) 3, pp. 63-75
Persistent link: https://www.econbiz.de/10008932715
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Consumers and Their Brands : Developing Relationship Theory in Consumer Research
Fournier, Susan - 2017
Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the...
Persistent link: https://www.econbiz.de/10014150896