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Enhancing consumer engagement in an online brand community via user reputation signals : a multi-method analysis
Hanson, Sara; Jiang, Lan; Dahl, Darren W. - In: Journal of the Academy of Marketing Science 47 (2019) 2, pp. 349-367
Persistent link: https://www.econbiz.de/10012022592
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When pushing back is good : the effectiveness of brand responses to social media complaints
Johnen, Marius; Schnittka, Oliver - In: Journal of the Academy of Marketing Science 47 (2019) 5, pp. 858-878
Persistent link: https://www.econbiz.de/10012107337
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Synergistic effects of social media and traditional marketing on brand sales : capturing the time-varying effects
Kumar, V.; Paulich, Brianna JeeWon; Greene, Mallik - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 268-288
Persistent link: https://www.econbiz.de/10011658080
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A brand built on sand : is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of the Academy of Marketing Science 44 (2016) 5, pp. 586-607
Persistent link: https://www.econbiz.de/10011552514
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Brand management and consumer experience : an emerging market perspective
Wang, Cheng Lu (ed.); He, Jiaxun (ed.);  … - 2017
Persistent link: https://www.econbiz.de/10011760470
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Cultural resonance of global brands in Brazilian social movements
Suarez, Maribel; Belk, Russell W. - In: International marketing review 34 (2017) 4, pp. 480-497
Persistent link: https://www.econbiz.de/10011760489
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Outbreaks of animosity against the West in China : effects on local brand consumption
Heinberg, Martin - In: International marketing review 34 (2017) 4, pp. 514-535
Persistent link: https://www.econbiz.de/10011760568
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Exploring the gap between policy and practice in private branding strategy management in an emerging market
Herstein, Ram; Drori, Netanel; Berger, Ron; Barnes, … - In: International marketing review 34 (2017) 4, pp. 559-578
Persistent link: https://www.econbiz.de/10011760570
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Guest editorial: Brand management and consumer experience in emerging markets : directions for future research
Wang, Cheng Lu; He, Jiaxun; Barnes, Bradley R. - In: International marketing review 34 (2017) 4, pp. 458-462
Persistent link: https://www.econbiz.de/10011760572
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International brands in emerging markets : the myths of segmentation
Tanusondjaja, Arry; Greenacre, Luke; Banelis, Melissa; … - In: International marketing review 32 (2015) 6, pp. 783-796
Persistent link: https://www.econbiz.de/10011517637