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Brand positioning strategies for industrial firms providing customer solutions

Jalkala, Anne Maarit; Keränen, Joona - In: The journal of business & industrial marketing 29 (2014) 3, pp. 253-264

Persistent link: https://www.econbiz.de/10010345206

Investigating the strategic marketing significance of brand love in developing and nurturing consumer-brand relationships via film branding : a brandscape perspective

Kohli, Gurdeep Singh; Melewar, T. C.; Yen, Dorothy - In: The marketing review 14 (2014) 4, pp. 383-405

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Two paths to customer loyalty : the moderating effect of the differentiation level strategy in the performance-satisfaction-value-intentions relationship

Vera, Jorge - In: The journal of product & brand management 25 (2016) 2, pp. 171-183

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An investigation of antecedents and consequences of brand love in India

Garg, Ruchi; Mukherjee, Jaydeep; Biswas, Soumendu; … - In: Asia-Pacific journal of business administration 7 (2015) 3, pp. 179-196

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Perceived brand portfolios : how individual views hamper efficiency

Åsberg, Per - In: The journal of product & brand management 24 (2015) 6, pp. 610-620

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Brands as relationship facilitators in consumer markets

Veloutsou, Cleopatra - In: Marketing theory 9 (2009) 1, pp. 127-130

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Antecedents and financial impacts of building brand love

Nguyen, Hang T.; Feng, Hui - In: International journal of research in marketing : IJRM ; … 38 (2021) 3, pp. 572-592

Persistent link: https://www.econbiz.de/10012939485

Antecedents and consequences of brand hate : empirical evidence from the telecommunication industry

Pinto, Olavo; Brandão, Amélia Maria Pinto da Cunha - In: European journal of management and business economics : … 30 (2021) 1, pp. 18-35

Purpose - The purpose of this study is to place the antecedents and consequences of brand hate in the context of … negative consumer-brand relationship in the telecommunication industry. It provides a response to the existing gap in the … research on brand hate in consumer behavior in service brands. Design/methodology/approach - A survey-based data was modeled …

Persistent link: https://www.econbiz.de/10012822015

The impact of digital marketing communication on brand awareness and purchase intention : does customer engagement mediate the relationship between brand awareness and purchase int...

Abdullah, Mahdi Mahmoud Haji Haider - In: International journal of Islamic marketing and branding 5 (2020) 4, pp. 288-299

Persistent link: https://www.econbiz.de/10012512829

Unlocking the link between relationship duration and product de-listing in retail channels : the role of market orientation and brand diffusion

Gölgeci, Ismail; Malagueno, Ricardo; Fearne, Andrew P. - In: Industrial marketing management : the international … 95 (2021), pp. 5-16

Persistent link: https://www.econbiz.de/10012588287