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Building industrial brand equity by leveraging firm capabilities and co-creating value with customers

Zhang, Jing; Jiang, Yanxin; Shabbir, Rizwan; Du, Mingfei - In: Industrial marketing management : the international … 51 (2015), pp. 47-58

Persistent link: https://www.econbiz.de/10011422733

Brand value chain in practise; the relationship between mindset and market performance metrics : a study of the Swedish market for FMCG

Anselmsson, Johan; Bondesson, Niklas - In: Journal of retailing and consumer services 25 (2015), pp. 58-70

Persistent link: https://www.econbiz.de/10011313600

Brand value co-creation in a digitalized world : an integrative framework and research implications

Ramaswamy, Venkatram; Ozcan, Kerimcan - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 93-106

Persistent link: https://www.econbiz.de/10011490829

The impact of value co-creation on hotel brand equity and customer satisfaction

González-Mansilla, Óscar; Berenguer Contrí, Gloria; … - In: Tourism management : research, policies, practice 75 (2019), pp. 51-65

Persistent link: https://www.econbiz.de/10012063560

Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions

France, Cassandra; Grace, Debra; Lo Iacono, Joseph; … - In: The journal of asset management 27 (2020) 4, pp. 466-480

Persistent link: https://www.econbiz.de/10012298817

Brand externalities : a taxonomy

Padela, Shoaib M. Farooq; Wooliscroft, Ben; … - In: Journal of macromarketing 41 (2021) 2, pp. 356-372

Persistent link: https://www.econbiz.de/10012521300

Reaching for customer centricity : wine brand positioning configurations

Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21

innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic … communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation. …

Persistent link: https://www.econbiz.de/10012601505

Non-effectual, non-customer effectual, or customer-effectual : a conceptual exploration of the applicability of the effectuation logic in startup brand identity construction

Shi, Lei; Miles, Angela - In: Journal of business research : JBR 113 (2020), pp. 168-179

Persistent link: https://www.econbiz.de/10012230458

Brand orientation and the voices from within

Baxter, Jessica; Kerr, Greg; Clarke, Rodney J. - In: Journal of marketing management : MM 29 (2013) 9/10, pp. 1079-1098

Persistent link: https://www.econbiz.de/10010194407

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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