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~person:"Guzman, Francisco"
~subject:"Brand activism"
~subject:"Markenimage"
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Brand activism
Markenimage
Consumer behaviour
5
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Brand equity
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4
Brand management
4
Markenführung
4
Advertising
2
Advertising effects
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Brand authenticity
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Cross-cultural management
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E-commerce
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Herkunftsbezeichnung
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Interkulturelles Management
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Markenartikel
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Online-Marketing
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Werbewirkung
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Werbung
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Beziehungsmarketing
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Brand activism fit
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Brand architecture
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Brand love
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COVID-19
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Construal level theory
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Consumer animosity
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Consumer-brand identification
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Guzman, Francisco
Diamantopoulos, Adamantios
12
Foroudi, Pantea
8
Valette-Florence, Pierre
7
Melewar, T. C.
6
Veloutsou, Cleopatra
6
Arslanagic-Kalajdzic, Maja
5
Gupta, Suraksha
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Merchant, Altaf
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Michel, Géraldine
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Wallpach, Sylvia von
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Aiello, Gaetano
4
Bartikowski, Boris
4
Christodoulides, George
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Davvetas, Vasileios
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Dennis, Charles
4
Dutta, Sujay
4
Ekinci, Yuksel
4
Foroudi, Mohammad Mahdi
4
Gierl, Heribert
4
Grohs, Reinhard
4
Japutra, Arnold
4
Ko, Eunju
4
Voyer, Benjamin G.
4
Augusto, Mário Gomes
3
Badrinarayanan, Vishag
3
Bang, Nguyen
3
Chatterjee, Subimal
3
Cornwell, T. Bettina
3
Dwivedi, Yogesh Kumar
3
Eisingerich, Andreas B
3
Fastoso, Fernando
3
Filieri, Raffaele
3
Halkias, Georgios
3
Hultman, Magnus
3
Kastanakis, Minas
3
Kim, Kyung Hoon
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Koll, Oliver
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Merunka, Dwight
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Molinillo, Sebastian
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Journal of business research : JBR
5
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ECONIS (ZBW)
5
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1
Brand activism and the consequence of woke washing
Ahmad, Fayez
;
Guzman, Francisco
;
Al-Emran, Md
- In:
Journal of business research : JBR
170
(
2024
),
pp. 1-16
Persistent link: https://www.econbiz.de/10014535980
Saved in:
2
How does promotion mix affect brand equity? : insights from a mixed-methods study of low involvement products
Le Dang Lang
;
Lim, Weng Marc
;
Guzman, Francisco
- In:
Journal of business research : JBR
141
(
2022
),
pp. 175-190
Persistent link: https://www.econbiz.de/10013167966
Saved in:
3
Effective messaging strategies to increase brand love for sociopolitical activist brands
Ahmad, Fayez
;
Guzman, Francisco
;
Kidwell, Blair
- In:
Journal of business research : JBR
151
(
2022
),
pp. 609-622
Persistent link: https://www.econbiz.de/10013459949
Saved in:
4
How personalized advertising affects equity of brands advertised on Facebook? : a mediation mechanism
Tran, Trang P.
;
Lin, Chien-Wei
;
Baalbaki, Sally
; …
- In:
Journal of business research : JBR
120
(
2020
),
pp. 1-15
Persistent link: https://www.econbiz.de/10012417083
Saved in:
5
How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance : an exploratory study
Cowan, Kirsten
;
Guzman, Francisco
- In:
Journal of business research : JBR
117
(
2020
),
pp. 683-693
Persistent link: https://www.econbiz.de/10012288092
Saved in:
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