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Attention to social comparison information and brand avoidance behaviors

Kim, Eunjin; Ratneshwar, Srinivasan; Roesler, Erin; … - In: Marketing letters : a journal of research in marketing 27 (2016) 2, pp. 259-271

Persistent link: https://www.econbiz.de/10011486496

Signaling Teamwork : how brand prominence in brand alliance communication can influence customer perception

Kostyra, Daniel; Klapper, Daniel - In: Marketing : ZFP ; journal of research and management 37 (2015) 2, pp. 69-78

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The interplay of products from the same product line : the role of brand reputation

Palmeira, Mauricio - In: European journal of marketing : EJM 48 (2014) 9/10, pp. 1626-1647

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The influence of consumer mood state as a contextual factor on imagery-inducing advertisements and brand attitude

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The impact of packaging colour on children's brand name memorization (7-12 years old)

Bezaz, Nora - In: International journal of retail & distribution management 42 (2014) 11/12, pp. 1053-1068

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Wahrnehmung und Beurteilung von Markentransfers : Erfolgsfaktoren für Transferprodukte und Markenimage

Günther, Stephan - 2002 - 1. Auflage

Klappentext: Die Wahl der richtigen Markenstrategie ist einer der zentralen Erfolgsfaktoren bei der Einführung neuer Produkte. Diese werden in der betrieblichen Praxis oftmals nicht unter einer neuen eigenständigen Marke sondern unter einer im Markt bereits etablierten und beim Verbraucher...

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Preference reversal for copycat brands : uncertainty makes imitation feel good

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Inclusion as a component of CSR and a brand connection strategy

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Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective

Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669

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Advergame for purchase intention via game and brand attitudes from antecedents of system design, psychological state, and game content : interactive role of brand familiarity

Hsiao, Wei-Hung; Lin, Yu-Hsiu; Wu, Ing-Long - In: Journal of organizational computing and electronic commerce 32 (2022) 1, pp. 45-68

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