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~person:"Grohmann, Bianca"
~subject:"Markenartikel"
~subject:"Markenführung"
~subject:"Theory"
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Brand image
3
Brand management
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Brand gender
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Brand authenticity
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Brand personality
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Consonants in brand names
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Credibility
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Marketing communications
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Marketing management
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Marketingmanagement
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Self-authenticity
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Grohmann, Bianca
Melewar, T. C.
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Guèvremont, Amélie
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Kaushik, Geetanjali
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European journal of marketing : EJM
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ECONIS (ZBW)
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The brand authenticity effect : situational and individual-level moderators
Guèvremont, Amélie
;
Grohmann, Bianca
- In:
European journal of marketing : EJM
50
(
2016
)
3/4
,
pp. 602-620
Persistent link: https://www.econbiz.de/10011574475
Saved in:
2
The effect of brand design on brand gender perceptions and brand preference
Lieven, Theo
;
Grohmann, Bianca
;
Herrmann, Andreas
; …
- In:
European journal of marketing : EJM
49
(
2015
)
1/2
,
pp. 146-169
Persistent link: https://www.econbiz.de/10010519623
Saved in:
3
Consonants in brand names influence brand gender perceptions
Guèvremont, Amélie
;
Grohmann, Bianca
- In:
European journal of marketing : EJM
49
(
2015
)
1/2
,
pp. 101-122
Persistent link: https://www.econbiz.de/10010519627
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