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Brand extension similarity can backfire when you look for something specific

Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling - In: European journal of marketing : EJM 51 (2017) 5/6, pp. 850-868

Persistent link: https://www.econbiz.de/10011708355

BEST PRACTICE - Marketing to communities - Targeting communities can allow brands to tap into groups of like-minded and motivated individuals for brand-building and advocacy.

Hristodorescu, Letitia; Dimitriu, Radu; Knox, Simon - In: ADMAP : for decisionmakers in advertising, marketing, … (2013), pp. 42-43

Persistent link: https://www.econbiz.de/10010105623

Joining hands for the greater good : examining social innovation launch strategies in B2B settings

Crisafulli, Benedetta; Dimitriu, Radu; Singh, Jaywant - In: Industrial marketing management : the international … 89 (2020), pp. 487-498

Persistent link: https://www.econbiz.de/10012291239

BEST PRACTICE - Launching a brand

Dimitriu, Radu; Ryals, Lynette - In: ADMAP : for decisionmakers in advertising, marketing, … (2011), pp. 46-48

Persistent link: https://www.econbiz.de/10009342505

Hypocrisy, Skepticism, and Reputation : The Mediating Role of Corporate Social Responsibility

Arli, Denni; van Esch, Patrick; Northey, Gavin; Lee, … - 2021

PurposeThe purpose of this paper is to examine the effect of corporate hypocrisy and consumer skepticism on perceived corporate reputation. In addition, the effect of perceived corporate social responsibility (CSR) in mediating the relationship between corporate hypocrisy and consumer skepticism...

Persistent link: https://www.econbiz.de/10013310836

Dimitriu, Radu; Warlop, Luk - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 1019-1041

Persistent link: https://www.econbiz.de/10013471031