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The interplay of innovation, brand, and marketing mix variables in line extensions
Sinapuelas, Ian Clark S.; Wang, Hui-Ming Deanna; … - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 558-573
Persistent link: https://www.econbiz.de/10011340284
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Understanding the interplay between brand and innovation management : findings and future research directions
Brexendorf, Tim Oliver; Bayus, Barry L.; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 548-557
Persistent link: https://www.econbiz.de/10011340285
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Introduction to the special section "brand and innovation interdependency"
Bayus, Barry L.; Brexendorf, Tim Oliver; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 545-547
Persistent link: https://www.econbiz.de/10011340286
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Special topic section: Brand and innovation interdependency
Bayus, Barry L. (contributor) - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 545-609
Persistent link: https://www.econbiz.de/10011340289
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Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun; Lou, Yung-Chien; Bei, Lien-ti; Monroe, … - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
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The role of brand communications on front line service employee beliefs, behaviors, and performance
Baker, Thomas L.; Rapp, Adam; Meyer, Tracy; Mullins, Ryan - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 642-657
Persistent link: https://www.econbiz.de/10010466647
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A configurational model of brand loyalty
Mathews, Jose - In: The IUP journal of brand management : IJBRM 16 (2019) 4, pp. 7-28
Persistent link: https://www.econbiz.de/10012182596
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Antecedents of attitude towards brand extensions
Kalra, Shveta - In: The IUP journal of brand management : IJBRM 16 (2019) 4, pp. 29-44
Persistent link: https://www.econbiz.de/10012182597
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A study on the relationship between gender preference and brand experience with reference to Amazon brand
Baswan, Taru; Fatima, Farheen - In: The IUP journal of brand management : IJBRM 16 (2019) 4, pp. 64-77
Persistent link: https://www.econbiz.de/10012182603
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The effects of processing mode and brand scandals on copycat product evaluations
Braxton, Dominique F.; Muehling, Darrel D.; Joireman, Jeff - In: Journal of marketing communications 25 (2019) 3, pp. 247-267
Persistent link: https://www.econbiz.de/10012203291