Similar Search Results

Consumer Behavior in Practice : Strategic Insights for the Modern Marketer

Chan, Eugene Y. - 2024

: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury …“In his new book, Eugene Chan finally unlocks the full potential of consumer psychology for marketing practice. Jargon … modern consumers.”– François Carrillat, Professor of Marketing Department, Griffith Business School, Griffith University …

Persistent link: https://www.econbiz.de/10014478777

Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance

Sharma, Piyush; St. Davčik, Nebojša; Pillai, Kishore … - In: Journal of business research : JBR 69 (2016) 12, pp. 5662-5669

Persistent link: https://www.econbiz.de/10011597445

How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?

Datta, Hannes; Ailawadi, Kusum L.; Heerde, Harald J. van - In: Journal of marketing 81 (2017) 3, pp. 1-20

Persistent link: https://www.econbiz.de/10011697740

A 7-step framework for gauging strategic assets through a flexible format : an industrial case study application

Battagello, Franco M.; Cricelli, Livio; Grimaldi, Michele - In: International journal of management & enterprise … 13 (2014) 1, pp. 62-88

Persistent link: https://www.econbiz.de/10010412142

Review of engagement drivers for an instrument to measure customer engagement marketing strategy

Vivek, Shiri; Kazanis, Cynthia; Jain, Ingita - In: Handbook of research on customer engagement, (pp. 271-290). 2019

Persistent link: https://www.econbiz.de/10013163389

Customer-based perceptual map as a marketing intelligence source

Daabes, Ajayeb S. Abu; Kharbat, Faten F. - In: International journal of economics and business research 13 (2017) 4, pp. 360-379

Persistent link: https://www.econbiz.de/10011740419

Brand personality: a meta-analytic review of antecedents and consequences

Eisend, Martin; Sauer, Nicola E. - In: Marketing letters : a journal of research in marketing 24 (2013) 3, pp. 205-216

Persistent link: https://www.econbiz.de/10009786900

Damaging brands through market research : can customer involvement in prediction markets damage brands?

Horn, Christian Franz; Brem, Alexander; Ivens, Björn - In: Marketing intelligence & planning 32 (2014) 2, pp. 232-248

Persistent link: https://www.econbiz.de/10010364043

Positioning Thai Brands in Developed Country Markets : Consumer Research from Finland

Speece, Mark - 2015

Country-of-origin (COO) perceptions are an important issue as NIC/LDC products penetrate markets in developing countries. Brand managers may face unwillingness to buy their products if their home country has strong negative perceptions. Six consumer surveys from Finland show that Thai products...

Persistent link: https://www.econbiz.de/10013022752

Opposing brand activism : triggers and strategies of consumers' antibrand actions

Pöyry, Essi; Laaksonen, Salla-Maaria - In: European journal of marketing 56 (2022) 13, pp. 261-284

Persistent link: https://www.econbiz.de/10013502438