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The relative influence of functional versus imagery beliefs on brand sensitivity in B2B professional services
Casidy, Riza; Nyadzayo, Munyaradzi W.; Mohan, Mayoor; … - In: Industrial marketing management : the international … 72 (2018), pp. 26-36
Persistent link: https://www.econbiz.de/10011887280
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Consumer reaction to service rebranding
Collange, Véronique - In: Journal of retailing and consumer services 22 (2015), pp. 178-186
Persistent link: https://www.econbiz.de/10010469052
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Effects of ICT service innovation and complementary strategies on brand equity and customer loyalty in a consumer technology market
Xu, Xin; Thong, James Y. L.; Venkatesh, Viswanath - In: Information systems research : ISR 25 (2014) 4, pp. 710-729
Persistent link: https://www.econbiz.de/10010474924
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Strategic brand management in and through sport
Manoli, Argyro Elisavet - In: Journal of strategic marketing 32 (2024) 6, pp. 814-821
Persistent link: https://www.econbiz.de/10015051757
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Seeing the same things differently : exploring the unique brand associations linked to women's professional sport teams
Doyle, Jason P.; Kunkel, Thilo; Kelly, Sarah Jane; … - In: Journal of strategic marketing 32 (2024) 6, pp. 729-743
Persistent link: https://www.econbiz.de/10015051747
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The role of brand knowledge in determining sponsorship effectiveness
Donlan, Leah Kathleen - In: Journal of promotion management : JPM 19 (2013) 2, pp. 241-264
Persistent link: https://www.econbiz.de/10009754887
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Drivers of value in the beer market : comparing an imported and a national brand
Calvo-Porral, Cristina; Montes-Solla, Paulino - In: European research studies : an international … 16 (2013) 3, pp. 19-45
Persistent link: https://www.econbiz.de/10011387676
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Domestic or imported beer brands? : analysis and assessment of brand equity in the Spanish market
Porral, Cristina Calvo; Lévy Mangin, Jean-Pierre; … - In: Journal of international food & agribusiness marketing … 25 (2013) 4, pp. 324-347
Persistent link: https://www.econbiz.de/10010221547
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The impact of country of origin on brand equity : an analysis of the wine sector
Passagem, Nadia; Crespo, Cátia Fernandes; Almeida, … - In: Wine Economics and Policy 9 (2020) 2, pp. 63-81
The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on...
Persistent link: https://www.econbiz.de/10012510953
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Brand associations in the higher education sector : the difference between shared and owned associations
Mirzaei, Abas; Siuki, Elham Helen; Gray, David; … - In: The journal of brand management : an international journal 23 (2016) 4, pp. 419-438
Persistent link: https://www.econbiz.de/10011606888