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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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Building a multi-category brand : when should distant brand extensions be introduced?
Parker, Jeffrey R.; Lehmann, Donald R.; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 46 (2018) 2, pp. 300-316
Persistent link: https://www.econbiz.de/10011844799
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Building brand knowledge structures : elaboration and interference effects on the processing of sequentially advertised brand benefit
Heckler, Susan E.; Keller, Kevin Lane; Houston, Michael J. - In: Journal of marketing communications 20 (2014) 3, pp. 176-196
Persistent link: https://www.econbiz.de/10010389736
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Building strong brands in a modern marketing communications environment
Keller, Kevin Lane - In: Journal of marketing communications 15 (2009) 2/3, pp. 139-155
Persistent link: https://www.econbiz.de/10003881211