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Unlocking the potential of branding in social marketing services : utilising brand personality and brand personality appeal
Gordon, Ross; Zainuddin, Nadia; Magee, Christopher - In: The journal of services marketing 30 (2016) 1, pp. 48-62
Persistent link: https://www.econbiz.de/10011445615
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Brand personality appael, brand relationship quality and WOM transmission : a study of consumer markets in Vietnam
Nguyen Dinh Tho; Nguyen Thi Mai Trang; Olsen, Svein O. - In: Asia Pacific business review 22 (2016) 2, pp. 307-324
Persistent link: https://www.econbiz.de/10011538198
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Brand personality appeal in retailing : comparing fashion- and grocery retailing
Willems, Kim - In: Journal of retailing and consumer services 64 (2022), pp. 1-10
Persistent link: https://www.econbiz.de/10013209586
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The challenge of integrating "intelligent" technologies in luxury shopping contexts : the role of brand personality appeal and consumers’ status consumption orientation
Sestino, Andrea - In: Journal of retailing and consumer services 76 (2024), pp. 1-12
Persistent link: https://www.econbiz.de/10014460780
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Understanding the ties between brand gender and brand engagement in online brand communities : the moderating role of consumers' biological sex
Kumar, Jitender - In: The journal of product & brand management 31 (2022) 5, pp. 761-779
Persistent link: https://www.econbiz.de/10013407533
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Examining process mechanism of celebrity attributes on brand advocacy
Halder, Deepa; Kumar, Ravi Shekhar; Roy, Debashree - In: Journal of consumer marketing 41 (2024) 5, pp. 549-563
Persistent link: https://www.econbiz.de/10015078758
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The effects of service brand dimensions on brand loyalty
Krystallis, Athanasios; Chrysochou, Polymeros - In: Journal of retailing and consumer services 21 (2014) 2, pp. 139-147
Persistent link: https://www.econbiz.de/10010338593
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The effects of goods-related and service-related B2B brand images on customer loyalty
Cassia, Fabio; Cobelli, Nicola; Ugolini, Marta - In: The journal of business & industrial marketing 32 (2017) 5, pp. 722-732
Persistent link: https://www.econbiz.de/10011694208
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Validating a consumer-based service brand equity (CBSBE) model in the airline industry
Sarker, Moniruzzaman; Mohd-Any, Amrul Asraf; … - In: Journal of retailing and consumer services 59 (2021), pp. 1-14
Persistent link: https://www.econbiz.de/10012433421
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The impact of animosity, brand image, consumer boycott, and product judgment on made-in-China Covid-19 vaccination intention
Suhud, Usep; Allan, Mamoon - In: Health marketing quarterly 38 (2021) 2/3, pp. 150-167
Persistent link: https://www.econbiz.de/10012695243