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~person:"Guzman, Francisco"
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Search: subject:"Brand Equity"
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Brand image
11
Brand management
11
Markenführung
11
Markenimage
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Brand equity
9
Consumer behaviour
9
Konsumentenverhalten
9
Beziehungsmarketing
5
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4
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Herkunftsbezeichnung
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AIRBNB
1
Advertising
1
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1
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1
Brand activism
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Brand architecture
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Brand as a person
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Brand authenticity
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Brand co-creation
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Guzman, Francisco
Schivinski, Bruno
15
Parguel, Béatrice
14
Benoît-Moreau, Florence
13
Gil Saura, Irene
11
Iglesias, Oriol
11
Christodoulides, George
10
Anselmsson, Johan
9
Calvo-Porral, Cristina
9
Keller, Kevin Lane
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Swoboda, Bernhard
9
Dwivedi, Abhishek
8
Lieven, Theo
8
Martínez, Eva
8
Mishra, Abhishek
8
Veloutsou, Cleopatra
8
Šerić, Maja
8
Butt, Muhammad Mohsin
7
Pappu, Ravi
7
Pike, Steven
7
Sattler, Henrik
7
Torres, Anna
7
de Chernatony, Leslie
7
Bang Nguyen Viet
6
Bekmeier-Feuerhahn, Sigrid
6
Bentele, Günter
6
Bianchi, Constanza
6
Bijmolt, Tammo H. A.
6
Buil, Isabel
6
Johnson, Lester W.
6
Liu, Chih-Hsing
6
Lévy Mangin, Jean-Pierre
6
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6
Müller, Michael
6
Paul, Justin
6
Pike, Steven D.
6
Quester, Pascale G.
6
Shuv-Ami, Avichai
6
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The journal of product & brand management
5
Journal of business research : JBR
4
The journal of brand management : an international journal
2
Journal of Product & Brand Management
1
The Routledge companion to contemporary brand management
1
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ECONIS (ZBW)
12
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1
The impact of brand value co-creation on perceived CSR authenticity and
brand
equity
Muniz, Fernanda
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1338-1354
Persistent link: https://www.econbiz.de/10014485570
Saved in:
2
Evolving brand boundaries and expectations : looking back on
brand
equity
, brand loyalty, and brand image research to move forward
Parris, Denise Linda
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
2
,
pp. 191-234
Persistent link: https://www.econbiz.de/10013552952
Saved in:
3
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:
4
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:
5
Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build
brand
equity
Muniz, Fernanda
;
Guzman, Francisco
- In:
The journal of brand management : an international journal
28
(
2021
)
3
,
pp. 347-358
Persistent link: https://www.econbiz.de/10012550306
Saved in:
6
The evolution of brand management thinking over the last 25 years as recorded in the Journal of product and brand management
Veloutsou, Cleopatra
;
Guzman, Francisco
- In:
The journal of product & brand management
26
(
2017
)
1
,
pp. 2-12
Persistent link: https://www.econbiz.de/10011666399
Saved in:
7
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:
8
Social media brand engagement in the context of collaborative consumption : the case of AIRBNB
Schivinski, Bruno
;
Langaro, Daniela
;
Fernandes, Teresa
; …
- In:
The journal of brand management : an international journal
27
(
2020
)
6
,
pp. 645-661
Persistent link: https://www.econbiz.de/10012304068
Saved in:
9
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:
10
Intellectual capital through the eyes of the consumer
Nguyen, Thuy D.
;
Dadzie, Charlene
;
Davari, Arezoo
; …
- In:
The journal of product & brand management
24
(
2015
)
6
,
pp. 554-566
Persistent link: https://www.econbiz.de/10011481781
Saved in:
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