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isPartOf:"Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung : ZfbF"
~isPartOf:"The journal of product & brand management"
~type_genre:"Aufsatz in Zeitschrift"
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Search: subject_exact:"Marketingpolitik"
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Marketing management
80
Marketingmanagement
80
Brand management
37
Markenführung
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Consumer behaviour
30
Konsumentenverhalten
30
Theorie
28
Theory
28
Marketing
25
Brand image
23
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16
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Beziehungsmarketing
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Deutschland
12
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7
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Brand meaning
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Produktmanagement
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Aufsatz in Zeitschrift
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Kleinaltenkamp, Michael
4
Simon, Hermann
4
Albers, Sönke
3
Christodoulides, George
3
Urde, Mats
3
Engelhardt, Werner Hans
2
Gierl, Heribert
2
Günter, Bernd
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Abratt, Russell
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Adler, Jost
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Alpert, Frank
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Anh Tran Tram Truong
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Artz, Martin
1
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Badir, Yuosre F.
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Bal, Anjali
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Basu, Meheli
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Bauer, Hans H.
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Baumgarth, Carsten
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Berndt, Ralph
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Bilgin, Pinar
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Burnaz, Sebnem
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Büschken, Joachim
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Calvo Dopico, Domingo
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Calvo Porral, Cristina
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Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung : ZfbF
The journal of product & brand management
Journal of business research : JBR
384
Industrial marketing management : the international journal for industrial and high-tech firms
285
Journal of strategic marketing
192
European journal of marketing : EJM
178
Journal of marketing management : MM
168
Journal of the Academy of Marketing Science
147
Journal of marketing
138
The journal of business & industrial marketing
117
Journal of marketing communications
105
Marketing intelligence & planning
103
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
94
Journal of retailing and consumer services
84
Management science : journal of the Institute for Operations Research and the Management Sciences
71
Marketing theory
71
Journal of marketing research : JMR
67
The marketing review
67
Jahrbuch der Absatz- und Verbrauchsforschung
66
Journal of macromarketing : examining the interactions among markets, marketing, and society
66
Marketing : ZFP ; journal of research and management
66
Journal of advertising research
63
Journal of marketing education : JME
63
The journal of brand management : an international journal
62
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
59
Asia Pacific journal of marketing and logistics
58
Journal of business-to-business marketing
57
Business horizons
54
Journal of business economics : JBE
54
Journal of business ethics : JOBE
54
AMS review : official publication of the Academy of Marketing Science
51
International journal of technology marketing : IJTMkt
50
Journal of historical research in marketing
50
Harvard-Business-Manager : das Wissen der Besten
49
Journal of global marketing
49
International marketing review
48
Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan
47
Marketing letters : a journal of research in marketing
45
Psychology & marketing
44
Journal of Islamic marketing : JIMA
43
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ECONIS (ZBW)
102
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102
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1
To disclose or not disclose, is no longer the question : effect of AI-disclosed brand voice on brand authenticity and attitude
Kirkby, Alexandra
;
Baumgarth, Carsten
;
Henseler, Jörg
- In:
The journal of product & brand management
32
(
2023
)
7
,
pp. 1108-1122
Persistent link: https://www.econbiz.de/10014334406
Saved in:
2
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio
Arantola, Noora
;
Juntunen, Mari
- In:
The journal of product & brand management
32
(
2023
)
7
,
pp. 1139-1153
Persistent link: https://www.econbiz.de/10014334408
Saved in:
3
Beauty lies in the eye of the beholder : consumers' and jobseekers' interpretations of the family business brand
Jaufenthaler, Philipp
- In:
The journal of product & brand management
32
(
2023
)
5
,
pp. 697-712
Persistent link: https://www.econbiz.de/10014315438
Saved in:
4
Mapping the sustainability branding field : emerging trends and future directions
Nascimento, Jorge
;
Loureiro, Sandra Maria Correia
- In:
The journal of product & brand management
33
(
2024
)
2
,
pp. 234-257
Persistent link: https://www.econbiz.de/10014486331
Saved in:
5
Leveraging brand coolness for building strong consumer-brand relationships : different implications for products and services
Tran Trieu Khai
;
Anh Tran Tram Truong
;
Truong, Van-Anh T.
; …
- In:
The journal of product & brand management
33
(
2024
)
2
,
pp. 258-272
Persistent link: https://www.econbiz.de/10014486340
Saved in:
6
Strategic horizon of market success : comparing alternative "strategic landscapes" of the new product development process
Sameti, Ardalan
- In:
The journal of product & brand management
32
(
2023
)
7
,
pp. 1063-1081
Persistent link: https://www.econbiz.de/10014334400
Saved in:
7
The impact of social media evolution on practitioner-stakeholder relationships in brand management
Cooper, Tony
;
Stavros, Constantino
;
Dobele, Angela R.
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1173-1190
Persistent link: https://www.econbiz.de/10014485559
Saved in:
8
Internal audience watches the boss walking the talk : the mechanism of management's mission alignment for internal branding
Lee, Sang Bong
;
Suh, Taewon
- In:
The journal of product & brand management
32
(
2023
)
3
,
pp. 472-487
Persistent link: https://www.econbiz.de/10014229064
Saved in:
9
When do established CPG product brands benefit from a corporate-brand endorsement? : the moderating role of consumer needs and brand familiarity
Strebinger, Andreas
;
Otter, Thomas
- In:
The journal of product & brand management
32
(
2023
)
3
,
pp. 500-516
Persistent link: https://www.econbiz.de/10014229069
Saved in:
10
Consuming in a crisis : pandemic consumption across consumer segments and implications for brands
Basu, Meheli
;
Swaminathan, Vanitha
- In:
The journal of product & brand management
32
(
2023
)
1
,
pp. 14-36
Persistent link: https://www.econbiz.de/10013552930
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