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Why negative brand extension evaluations do not always negatively affect the brand : the role of central and peripheral brand associations
Michel, Géraldine; Donthu, Naveen - In: Journal of business research : JBR 67 (2014) 12, pp. 2611-2619
Persistent link: https://www.econbiz.de/10010483031
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Au cœur de la marque : les clés du management de la marque
Michel, Géraldine - 2017 - 3e édition
Persistent link: https://www.econbiz.de/10011779958
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From brand identity to polysemous brands : commentary on "Performing identities : processes of brand and stakeholder identity co-construction"
Michel, Géraldine - In: Journal of business research : JBR 70 (2017), pp. 453-455
Persistent link: https://www.econbiz.de/10011620574
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Alliances de marques : quel profit pour les marques partenaires?
Cegarra, Jean-Jack; Michel, Géraldine - In: Revue française de gestion : hommes et techniques 29 (2003) 145, pp. 163-174
Persistent link: https://www.econbiz.de/10001979844
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Luxury is still alive and well : a spotlight on its multifaceted components
Michel, Géraldine; Stathopoulou, Anastasia; … - In: Journal of business research : JBR 153 (2022), pp. 276-284
Persistent link: https://www.econbiz.de/10013534085
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Brand resurrections : how past and present narrations impact consumer reactions towards resurrected utilitarian brands
Volpert, Johanna; Michel, Géraldine - In: Journal of business research : JBR 153 (2022), pp. 479-493
Persistent link: https://www.econbiz.de/10013534094
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How do cooperative banks build their own proximity type in the social media
Veg-Sala, Nathalie; Zeitoun, Valérie; Michel, Géraldine - In: Contemporary Trends in European Cooperative Banking : …, (pp. 243-265). 2022
Persistent link: https://www.econbiz.de/10013286542
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Brand personification through the use of spokespeople : an exploratory study of ordinary employees, CEOs, and celebrities featured in advertising
Fleck, Nathalie; Michel, Géraldine; Zeitoun, Valérie - In: Psychology & marketing 31 (2014) 1, pp. 84-92
Persistent link: https://www.econbiz.de/10010251699
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When do advertising parodies hurt? : the power of humor and credibility in viral spoof advertisements
Sabri, Ouidade; Michel, Géraldine - In: Journal of advertising research 54 (2014) 2, pp. 233-247
Persistent link: https://www.econbiz.de/10010383777
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Nonprofit brand image and typicality influences on charitable giving
Michel, Géraldine; Rieunier, Sophie - In: Journal of business research : JBR 65 (2012) 5, pp. 701-707
Persistent link: https://www.econbiz.de/10009528781