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In brands we trust? : a multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities
Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of consumer research : JCR ; an … 46 (2019) 4, pp. 651-670
Persistent link: https://www.econbiz.de/10012120935
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Linking online niche sales to offline brand conditions
Son, Jungmin; Kim, Jikyung Jeanne; Choi, Jeonghye; Kim, … - In: Journal of business research : JBR 70 (2017), pp. 74-84
Persistent link: https://www.econbiz.de/10011620252
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Unpacking brand management superiority : examining the interplay of brand management capability, brand orientation and formalisation
Lee, Wai Jin; O'Cass, Aron; Sok, Phyra - In: European journal of marketing : EJM 51 (2017) 1, pp. 177-199
Persistent link: https://www.econbiz.de/10011626461
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Branded marketing events : engaging Australian and French wine consumers
Altschwager, Teagan; Conduit, Jodie; Bouzdine-Chameeva, … - In: Journal of service theory and practice : JSTP 27 (2017) 1, pp. 336-357
Persistent link: https://www.econbiz.de/10011627150
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Exploring relationship between brand equity and customer loyalty on pharmaceutical market
Dlačić, Jasmina; Kežman, Elvedina - In: Economic and business review : EBR 16 (2014) 2, pp. 121-131
Persistent link: https://www.econbiz.de/10011612102
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Logo design in marketing communications : brand logo complexity moderates exposure effects on brand recoginition and brand attitude
Grinsven, Bo; Das, Enny - In: Journal of marketing communications 22 (2016) 3, pp. 256-270
Persistent link: https://www.econbiz.de/10011613163
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The brand core and its management over time
Urde, Mats - In: The journal of product & brand management 25 (2016) 1, pp. 26-42
Persistent link: https://www.econbiz.de/10011563016
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The effects of products' aesthetic design on demand and marketing-mix effectiveness : the role of segment prototypicality and brand consistency
Liu, Yan; Li, Krista J.; Chen, Haipeng; Balachander, … - In: Journal of marketing 81 (2017) 1, pp. 83-102
Persistent link: https://www.econbiz.de/10011636855
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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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Towards a unified theory of brand equity : conceptualizations, taxonomy and avenues for future research
St. Davčik, Nebojša; Silva, Rui Vinhas da; Hair, Joseph F. - In: The journal of product & brand management 24 (2015) 1, pp. 3-17
Persistent link: https://www.econbiz.de/10010514499