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The future of brands and branding : an essay on multiplicity, heterogeneity, and integration
Keller, Kevin Lane - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 527-540
Persistent link: https://www.econbiz.de/10012799008
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Will social media kill branding?
Kohli, Chiranjeev; Suri, Rajneesh; Kapoor, Anuj - In: Business horizons 58 (2015) 1, pp. 35-44
Persistent link: https://www.econbiz.de/10010476152
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Will social media kill branding?
Kohli, Chiranjeev; Suri, Rajneesh; Kapoor, Anuj - In: Business Horizons 58 (2015) 1, pp. 35-44
The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled … brands are managed. In this article, we take a close look at the building blocks of branding and also examine the core of … various facets of branding in this new marketplace. …
Persistent link: https://www.econbiz.de/10011191155
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Measuring and understanding brand value in a dynamic model of brand management
Borkovsky, Ron N.; Goldfarb, Avi; Haviv, Avery M.; … - 2016
Persistent link: https://www.econbiz.de/10011807951
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Naked consumer's mind under branded dress : case study of Slovak Republic
Kliestikova, Jana; Durana, Pavol; Kovacova, Maria - In: Central European business review : CEBR 8 (2019) 1, pp. 15-32
Persistent link: https://www.econbiz.de/10012157632
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Why do hypermarkets extend their brands to a growing number of products?
Hasliza Hassan; Muhammad Sabbir Rahman; Abu Bakar Sade - In: International journal of business excellence 17 (2019) 3, pp. 290-305
Persistent link: https://www.econbiz.de/10011997497
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The organic view of the brand : a brand value co-creation model
Iglesias, Oriol; Ind, Nicholas; Alfaro, Manuel - In: The journal of brand management : an international journal 20 (2012/13) 8, pp. 670-688
Persistent link: https://www.econbiz.de/10010197488
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Rebranding : the effect of team name changes on club revenue
Agha, Nola; Goldman, Michael M.; Dixon, Jess C. - In: European Sport management quarterly : ESMQ 16 (2016) 5, pp. 675-695
Persistent link: https://www.econbiz.de/10011641182
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Expanding understanding of brand value co-creation on social media from an S-D logic perspective : introducing structuration theory
Simmons, Geoffrey; Durkin, Mark - In: Marketing theory 23 (2023) 4, pp. 607-629
Persistent link: https://www.econbiz.de/10014631364
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Branding and brand equity
Keller, Kevin Lane - In: Handbook of marketing, (pp. 151-178). 2006
Persistent link: https://www.econbiz.de/10003335062