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Unpacking brand management superiority : examining the interplay of brand management capability, brand orientation and formalisation
Lee, Wai Jin; O'Cass, Aron; Sok, Phyra - In: European journal of marketing : EJM 51 (2017) 1, pp. 177-199
Persistent link: https://www.econbiz.de/10011626461
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Brand orientation in small firms : an empirical test of the impact of brand performance
Hirvonen, Saku; Laukkanen, Tommi - In: Journal of strategic marketing 22 (2014) 1, pp. 41-58
Persistent link: https://www.econbiz.de/10010259208
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Branding in B2B : the value of consumer goods brands in industrial markets
Viardot, Eric - In: The journal of business & industrial marketing 32 (2017) 3, pp. 337-346
Persistent link: https://www.econbiz.de/10011662254
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In brands we trust? : a multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities
Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of consumer research : JCR ; an … 46 (2019) 4, pp. 651-670
Persistent link: https://www.econbiz.de/10012120935
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Product placement by global brands as an alternative strategy : is it worth in emerging market?
Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156
Persistent link: https://www.econbiz.de/10011305971
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Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior : a meta-analysis
Afshardoost, Mona; Eshaghi, Mohammad Sadegh; Bowden, Jana - In: Journal of strategic marketing 31 (2023) 5, pp. 983-1011
Persistent link: https://www.econbiz.de/10014305061
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Role of brand globalness in consumer evaluation of new product branding strategy
Punyatoya, Plavini; Sadh, Ashish; Mishra, Sushanta Kumar - In: The journal of brand management : an international journal 21 (2014) 2, pp. 171-188
Persistent link: https://www.econbiz.de/10010252610
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From brand vision to brand evaluation : strategically building and sustaining brands
De Chernatony, Leslie - 2001
Persistent link: https://www.econbiz.de/10001546612
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Effects of sponsorship quality and quantity on employee brand behavior
Batt, Verena; Holzer, Matthias; Bruhn, Manfred; … - In: The journal of brand management : an international journal 28 (2021) 5, pp. 495-509
Persistent link: https://www.econbiz.de/10012601205
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Interactive role of consumer discrimination and branding against counterfeiting : a study of multinational managers' perception of global brands in China
Sonmez, Mahmut; Yang, Deli; Fryxell, Gerald - In: Journal of business ethics : JOBE 115 (2013) 1, pp. 195-211
Persistent link: https://www.econbiz.de/10009785868