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~person:"Gabrielli, Veronica"
~subject:"Markenführung"
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Markenführung
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11
Consumer behaviour
10
Brand image
8
Markenimage
8
Brand management
7
Brand
4
Italien
4
Markenartikel
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Italy
3
Luxury goods
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Luxusgüter
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Product counterfeiting
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Produktpiraterie
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Marketing management
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Marketingmanagement
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Anticipated emotion
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Beziehungsmarketing
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Bookkeeping process
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Brand architecture
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Brand betrayal, negative word of mouth
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Brand crisis
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Brand equity (Consumer)
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Brand portfolio
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Business ethics
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Cause-related marketing
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Consumer goods industry
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Gabrielli, Veronica
Baghi, Ilaria
7
Bergianti, Francesca
1
Grappi, Silvia
1
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International review on public and non-profit marketing
1
Journal of marketing communications
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Journal of marketing management : JMM ; journal of the Academy of Marketing
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Marketing intelligence & planning
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Marketing letters : a journal of research in marketing
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ECONIS (ZBW)
7
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1
Brand scandals within a corporate social responsibility partnership : asymmetrical effects on for-profit and non-profit brands
Gabrielli, Veronica
;
Baghi, Ilaria
;
Bergianti, Francesca
- In:
Journal of marketing management : JMM ; journal of the …
37
(
2021
)
15/16
,
pp. 1573-1604
Persistent link: https://www.econbiz.de/10012802291
Saved in:
2
The role of betrayal in the response to value and performance brand crisis
Baghi, Ilaria
;
Gabrielli, Veronica
- In:
Marketing letters : a journal of research in marketing
32
(
2021
)
2
,
pp. 203-217
Persistent link: https://www.econbiz.de/10012548467
Saved in:
3
Consumers' awareness of luxury brand counterfeits and their subsequent responses : when a threat becomes an opportunity for the genuine brand
Baghi, Ilaria
;
Gabrielli, Veronica
;
Grappi, Silvia
- In:
The journal of product & brand management
25
(
2016
)
5
,
pp. 452-464
Persistent link: https://www.econbiz.de/10011620594
Saved in:
4
Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person
Gabrielli, Veronica
;
Baghi, Ilaria
- In:
Journal of marketing communications
22
(
2016
)
4
,
pp. 385-402
Persistent link: https://www.econbiz.de/10011612598
Saved in:
5
Brand architecture shift and corporate brand equity : an exploratory study
Gabrielli, Veronica
;
Baghi, Ilaria
- In:
Marketing intelligence & planning
34
(
2016
)
6
,
pp. 777-794
Persistent link: https://www.econbiz.de/10011571181
Saved in:
6
Co-branded cause-related marketing campaigns : the importance of linking two strong brands
Baghi, Ilaria
;
Gabrielli, Veronica
- In:
International review on public and non-profit marketing
10
(
2013
)
1
,
pp. 13-29
Persistent link: https://www.econbiz.de/10009728491
Saved in:
7
For-profit or non-profit brands : which are more effective in a cause-related marketing programme?
Baghi, Ilaria
;
Gabrielli, Veronica
- In:
The journal of brand management : an international journal
20
(
2012/13
)
3
,
pp. 218-231
Persistent link: https://www.econbiz.de/10009703660
Saved in:
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