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The influence of non-product-related attributes on media brands' consumption

Saulīte, Linda; Ščeulovs, Deniss; Pollák, František - In: Journal of open innovation : technology, market, and … 8 (2022) 3, pp. 1-26

This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15-24. Due to technological developments, new media content consumption patterns have emerged. New...

Persistent link: https://www.econbiz.de/10013272775

Understanding consumer-based brand equity and its antecedents in international and national banks in Egypt

Shaalan, Ahmed; Hegazy, Ahmed; Tourky, Marwa; Elshaer, … - In: Journal of marketing communications 28 (2022) 1, pp. 38-72

Persistent link: https://www.econbiz.de/10012697021

Brand image and equity : the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Amin Ansary; Nik Mohd Hazrul Nik Hashim - In: Review of managerial science 12 (2018) 4, pp. 969-1002

Persistent link: https://www.econbiz.de/10011903235

The consumer-based brand equity deconstruction and restoration process : lessons from unliked brands

Veloutsou, Cleopatra; Chatzipanagiotou, Kalliopi; … - In: Journal of business research : JBR 111 (2020), pp. 41-51

Persistent link: https://www.econbiz.de/10012237768

How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?

Datta, Hannes; Ailawadi, Kusum L.; Heerde, Harald J. van - In: Journal of marketing 81 (2017) 3, pp. 1-20

Persistent link: https://www.econbiz.de/10011697740

An empirical investigation of brand equity : a cross-country validation analysis

Vukasović, Tina - In: Journal of global marketing 29 (2016) 1/5, pp. 251-265

Persistent link: https://www.econbiz.de/10011654416

Structural equation modelling of determinants of consumer-based brand equity of newspapers

Bakshi, Madhupa; Mishra, Prashant - In: Journal of media business studies 13 (2016) 1/2, pp. 73-94

Persistent link: https://www.econbiz.de/10011675989

Inter-industry creative collaborations incorporating luxury fashion brands

Alexander, Bethan; Contreras, Luis Ortega - In: Journal of fashion marketing and management 20 (2016) 3, pp. 254-275

Persistent link: https://www.econbiz.de/10011594899

Is co-branding a double-edged sword for brand partners?

Lee, Chia-Lin - In: European research studies 17 (2014) 4, pp. 19-34

Persistent link: https://www.econbiz.de/10012003672

Unauthorized use of famous brands and its impact on brand equity dimensions

Macías, Washington; Cerviño, Julio - In: Review of marketing science 16 (2018) 1, pp. 1-24

Persistent link: https://www.econbiz.de/10012026887