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Food health branding : the role of marketing mix elements and public discourse in conveying a healthy brand image
Chrysochou, Polymeros - In: Journal of marketing communications 16 (2010) 1/2, pp. 69-85
Persistent link: https://www.econbiz.de/10003952932
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An enquiry into selected marketing mix elements and their inpact on brand equity
Alex, N. Joji - In: The IUP journal of brand management : IJBRM 9 (2012) 2, pp. 29-43
Persistent link: https://www.econbiz.de/10009577728
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The influence of relationship marketing orientation on brand equity in banks
Yoganathan, Dhanushanthini; Jebrajakrithy, Charles; … - In: Journal of retailing and consumer services 26 (2015), pp. 14-22
Persistent link: https://www.econbiz.de/10011347849
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Brand value chain in practise; the relationship between mindset and market performance metrics : a study of the Swedish market for FMCG
Anselmsson, Johan; Bondesson, Niklas - In: Journal of retailing and consumer services 25 (2015), pp. 58-70
Persistent link: https://www.econbiz.de/10011313600
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"Meaningful marketing" : a process investigation of how consumers reward noninterruptive, nonpersuasive marketing communication
Puligadda, Sanjay; DelVecchio, Devon; Gilbreath, Bob - In: Journal of marketing communications 20 (2014) 5, pp. 325-338
Persistent link: https://www.econbiz.de/10010423021
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Building brand equity with cause-related marketing : a comparison with sponsorship and sales promotion
Westberg, Kate; Pope, Nigel - In: Journal of marketing communications 20 (2014) 6, pp. 419-437
Persistent link: https://www.econbiz.de/10010436757
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Vodafone's ZooZoo campaign : brand communication strategies
Sagar, Talluri Prashanth Vidya - In: The IUP journal of brand management : IJBRM 8 (2011) 2, pp. 61-82
Persistent link: https://www.econbiz.de/10009295577
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Archetyping the brand : strategy to connect
Siraj, Sadaf; Kumari, Shyama - In: The IUP journal of brand management : IJBRM 8 (2011) 3, pp. 47-59
Persistent link: https://www.econbiz.de/10009405692
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Anthropomorphism in advertising : the effect of media on audience attitude
Agrawal, Shivani; Khandelwal, Utkal; Bajpai, Naval - In: Journal of marketing communications 27 (2021) 8, pp. 799-815
Persistent link: https://www.econbiz.de/10012697000
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Towards a definition for branded entertainment : an exploratory study
Loggerenberg, Marthinus J. C. van; Enslin, Carla; … - In: Journal of marketing communications 27 (2021) 3, pp. 322-342
Persistent link: https://www.econbiz.de/10012484051