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Does an expanded brand user base of co-branded advertising help ad-memorability?

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379

Persistent link: https://www.econbiz.de/10011919262

David by Goliath : what is co-branding and what is in it for SMEs

Chiambaretto, Paul; Gurău, Călin - In: International journal of entrepreneurship and small business 31 (2017) 1, pp. 103-122

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How positioning strategies affect co-branding outcomes : green marketing

Wason, Hilary; Charlton, Nathalie - In: Cogent business & management 2 (2015), pp. 1-12

Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...

Persistent link: https://www.econbiz.de/10012036494

The correlation of brand equity and crisis : a review and directions for future research

He, Liuying; Ran, Yaxuan - In: Modern economy 6 (2015) 3, pp. 392-397

Persistent link: https://www.econbiz.de/10011286418

Role of advertising and promotion in brand equity creation

Nikabadi, Mohsen Shafiei; Safui, Morteza Akbarzadeh; … - In: Journal of promotion management : JPM 21 (2015) 1, pp. 13-32

Persistent link: https://www.econbiz.de/10011304633

Learning models : an assessment of progress, challenges, and new developments

Ching, Andrew; Erdem, Tülin; Keane, Michael P. - In: Marketing science : the marketing journal of the … 32 (2013) 6, pp. 913-938

Persistent link: https://www.econbiz.de/10010231794

The informational value of social tagging networks

Nam, Hyoryung; Kannan, P. K. - In: Journal of marketing 78 (2014) 4, pp. 21-40

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Assessing the total financial performance impact of brand equity with limited time-series data

Mizik, Natalie - In: Journal of marketing research : JMR 51 (2014) 6, pp. 691-706

Persistent link: https://www.econbiz.de/10010471026

New measure of brand equity status of a basketball club

Shuv-Ami, Avichai; Papasolomou, Ioanna; Vrontis, Demetris - In: Journal of transnational management : the official … 23 (2018) 1, pp. 39-63

Persistent link: https://www.econbiz.de/10011848454

The economics of brand and marketing actives

Baidya, Mehir Kumar; Maity, Bipasha; Ghose, Kamal - In: DLSU business & economics review 27 (2017/2018) 1, pp. 165-174

Persistent link: https://www.econbiz.de/10011948536