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Survival of the fittest : the impact of image-based country fit on global branding

Bruno, Pascal; Klein, Kristina; Sattler, Henrik; … - In: Essays on the effects of brand names and prices on …. 2012

Persistent link: https://www.econbiz.de/10009659914

Brand-country image (BCI) fit : a new metric to evaluate international branding strategies

Bruno, Pascal; Klein, Kristina; Sattler, Henrik; … - In: Essays on the effects of brand names and prices on …. 2012

Persistent link: https://www.econbiz.de/10009659921

Let me persuade you! : how companies from emerging countries may use advertising design to employ foreign branding

Klein, Kristina; Melnyk, Valentyna - In: Essays on the effects of brand names and prices on …. 2012

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The double-edged sword of foreign brand names for companies from emerging countries

Melnyk, Valentyna; Klein, Kristina; Völckner, Franziska - In: Essays on the effects of brand names and prices on …. 2012

Persistent link: https://www.econbiz.de/10009659926

The double-edged sword of foreign brand names for companies from emerging countries

Melnyk, Valentyna; Klein, Kristina; Völckner, Franziska - In: Journal of marketing 76 (2012) 6, pp. 21-37

Persistent link: https://www.econbiz.de/10009670268

Speaking to the mind or the heart : effects of matching hedonic versus utilitarian arguments and products

Klein, Kristina; Melnyk, Valentyna - In: Marketing letters : a journal of research in marketing 27 (2016) 1, pp. 131-142

Persistent link: https://www.econbiz.de/10011444041

Essays on the effects of brand names and prices on consumer behavior

Klein, Kristina - 2012

Persistent link: https://www.econbiz.de/10009568257

Hierarchical latent variable models in PLS-SEM : guidelines for using reflective-formative type models

Becker, Jan-Michael; Klein, Kristina; Wetzels, Martin - In: Long range planning : LRP ; international journal of … 45 (2012) 5/6, pp. 359-394

Persistent link: https://www.econbiz.de/10009685153

Identitätsbasierte Markenführung : Grundlagen - Strategie - Umsetzung - Controlling

Burmann, Christoph; Halaszovich, Tilo F.; Schade, Michael; … - 2021 - 4., vollständig überarbeitete Auflage

Persistent link: https://www.econbiz.de/10012587237

Identitätsbasierte Markenführung : Grundlagen - Strategie - Umsetzung - Controlling

Burmann, Christoph; Halaszovich, Tilo F.; Schade, Michael; … - 2021 - 4., vollständig überarbeitete Auflage

Grundlagen der identitätsbasierten Markenführung -- Strategisches Markenmanagement -- Operatives Markenmanagement -- Identitätsbasiertes Markencontrolling -- Identitätsbasierter Markenschutz -- Internationale identitätsbasierte Markenführung.

Persistent link: https://www.econbiz.de/10012627266