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The role of corporate versus product brand dominance in brand portfolio overlap : a pitch
Wallin, Ann; Spry, Amanda - In: Journal of accounting & management information systems … 15 (2016) 2, pp. 434-439
This letter explores an extension of the use of Faff’s (2015b) pitch template to a collaborative research setting. The pitch template can be used to enhance communication and clarify assumptions early in the research process, as well as to provide a backbone for the completion of the research....
Persistent link: https://www.econbiz.de/10011635125
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What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
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The value relevance of brand equity, intellectual capital and intellectual capital management capability
Yang, Jing; Brashear-Alejandro, Thomas; Asare, Anthony - In: Journal of strategic marketing 23 (2015) 6, pp. 543-559
Persistent link: https://www.econbiz.de/10011478818
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Talented people and strong brands : the contribution of human capital and brand equity to firm value
Vomberg, Arnd; Homburg, Christian; Bornemann, Torsten - In: Strategic management journal 36 (2015) 13, pp. 2122-2131
Persistent link: https://www.econbiz.de/10011404034
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1 + 1 < 2! : effects of social media engagement and advertising on firm value of tourism and hospitality companies
Yang, Shuai; Liu, Yahui; Wu, Xiaojun - In: Journal of hospitality & tourism research : JHTR ; the … 45 (2021) 8, pp. 1417-1439
Persistent link: https://www.econbiz.de/10012624201
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Relationship marketing, orientation, brand equity and firm value : the mediating role of customer value : an emerging market perspective
Amoako, George Kofi - In: Journal of relationship marketing : innovations and … 18 (2019) 4, pp. 280-308
Persistent link: https://www.econbiz.de/10012181030
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Marketing metrics : a meta-synthesis
Uzma, Shigufta Hena - In: International journal of business excellence 14 (2018) 2, pp. 153-179
Persistent link: https://www.econbiz.de/10011954099
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An empirical investigation of brand equity : a cross-country validation analysis
Vukasović, Tina - In: Journal of global marketing 29 (2016) 1/5, pp. 251-265
Persistent link: https://www.econbiz.de/10011654416
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Managing brand portfolios : audit of leading grocery supplier brands 2004 to 2012
Laforet, Sylvie - In: Journal of strategic marketing 23 (2015) 1, pp. 72-89
Persistent link: https://www.econbiz.de/10011297674
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Do proactive and reactive causes to delete a brand impact deletion success? : the role of brand orientation
Temprano-García, Víctor; Rodríguez-Escudero, Ana Isabel - In: The journal of asset management 27 (2020) 2, pp. 211-226
Persistent link: https://www.econbiz.de/10012298776