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Salvatore Ferragamo : brand heritage as main vector of brand extension and internationalization
Ostillio, Maria Carmela; Ghaddar, Sarah - In: Fashion branding and communication : core strategies of …, (pp. 73-99). 2017
Persistent link: https://www.econbiz.de/10012498307
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Brand relevance and the effects of product proliferation across product categories
Zhao, Yanhui; Zhang, Yufei; Wang, Joyce; Schrock, Wyatt A. - In: Journal of the Academy of Marketing Science 48 (2020) 6, pp. 1192-1210
Persistent link: https://www.econbiz.de/10012386911
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Branding in B2B : the value of consumer goods brands in industrial markets
Viardot, Eric - In: The journal of business & industrial marketing 32 (2017) 3, pp. 337-346
Persistent link: https://www.econbiz.de/10011662254
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Inferring brand integrity from marketing communications : the effects of brand transparency signals in a consumer empowerment context
Cambier, Fanny; Poncin, Ingrid - In: Journal of business research : JBR 109 (2020), pp. 260-270
Persistent link: https://www.econbiz.de/10012238060
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What constitutes student-university brand relationship? : Malaysian students' perspective
Hashim, Sharizal; Norjaya Mohd. Yasin; Siti Aisyah Ya'kob - In: Journal of marketing for higher education 30 (2020) 2, pp. 180-202
Persistent link: https://www.econbiz.de/10012312378
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The role of brand equity in a new rebranding strategy of a private label
Marques, Catarina; Silva, Rui Vinhas da; Davcik, Nebojsa S. - In: Journal of business research : JBR 117 (2020), pp. 497-507
Persistent link: https://www.econbiz.de/10012287217
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Opening the umbrella: the effects of rebranding multiple category-specific private-label brands to one umbrella brand
Keller, Kristopher Oliver; Geyskens, Inge; Dekimpe, … - In: Journal of marketing research 57 (2020) 4, pp. 677-694
Persistent link: https://www.econbiz.de/10012271783
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Brand switching through marketing mix : the role of brand effect on smartphone users
Salmi Mohd Isa; Lai Kelly; Shaian Kiumarsi - In: International journal of process management and … 10 (2020) 3, pp. 419-438
Persistent link: https://www.econbiz.de/10012254511
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Do proactive and reactive causes to delete a brand impact deletion success? : the role of brand orientation
Temprano-García, Víctor; Rodríguez-Escudero, Ana Isabel - In: The journal of asset management 27 (2020) 2, pp. 211-226
Persistent link: https://www.econbiz.de/10012298776
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The sound of branding : an analysis of the initial phonemes of popular brand names
Pathak, Abhishek; Velasco, Carlos; Spence, Charles - In: The journal of asset management 27 (2020) 3, pp. 339-354
Persistent link: https://www.econbiz.de/10012298801