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Consumer-based brand equity and firm risk
Rego, Lopo L.; Billett, Matthew T.; Morgan, Neil A. - In: Journal of marketing 73 (2009) 6, pp. 47-60
Persistent link: https://www.econbiz.de/10003901097
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How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?
Datta, Hannes; Ailawadi, Kusum L.; Heerde, Harald J. van - In: Journal of marketing 81 (2017) 3, pp. 1-20
Persistent link: https://www.econbiz.de/10011697740
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The lure of the brand : evidence from the European mutual fund industry
Hazenberg, Jan Jaap; Irek, Fabian; Scheer, Willem van der; … - In: European financial management : the journal of the … 21 (2015) 5, pp. 867-904
Persistent link: https://www.econbiz.de/10011408536