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Consumer evaluation of continuous and discontinuous innovation : the effects of brand equity and product category knowledge
Gammoh, Bashar S.; Voss, Kevin E.; Skiver, Ryan - In: American journal of business : applying research to … 26 (2011) 1, pp. 65-79
Persistent link: https://www.econbiz.de/10009959793
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Building brands through brand alliances: combining warranty information with a brand ally
Fang, Xiang; Gammoh, Bashar S.; Voss, Kevin E. - In: The journal of product & brand management 22 (2013) 2, pp. 153-160
Persistent link: https://www.econbiz.de/10010122148
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Alliance competence: The moderating role of valence of alliance experience
Gammoh, Bashar S.; Voss, Kevin E. - In: European journal of marketing : EJM 47 (2013) 5, pp. 964-986
Persistent link: https://www.econbiz.de/10010132245
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How does a Brand Ally Affect Consumer Evaluations of a Focal Brand?
Voss, Kevin E.; Gammoh, Bashar S.; Fang, Xiang - In: Psychology & marketing 29 (2012) 12, pp. 929-941
Persistent link: https://www.econbiz.de/10010042251
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Multiple brand alliances: a portfolio diversification perspective
Gammoh, Bashar S.; Voss, Kevin E.; Fang, Xiang - In: The journal of product & brand management 19 (2010) 1, pp. 27-34
Persistent link: https://www.econbiz.de/10008386111
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Consumer evaluation of brand alliance signals
Gammoh, Bashar S.; Voss, Kevin E.; Chakraborty, Goutam - In: Psychology & marketing 23 (2006) 6, pp. 465-486
Persistent link: https://www.econbiz.de/10007222424
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Predicting the effectiveness of celebrity endorsements using the balance theory
Roy, Subhadip; Gammoh, Bashar S.; Koh, Anthony C. - In: Journal of customer behaviour 11 (2012) 1, pp. 33-53
Persistent link: https://www.econbiz.de/10009974555
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In good and bad times: the interpersonal nature of brand love in service relationships
Long-Tolbert, Sylvia J.; Gammoh, Bashar S. - In: The journal of services marketing 26 (2012) 6, pp. 391-403
Persistent link: https://www.econbiz.de/10010015176
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Consumer culture brand positioning strategies: an experimental investigation
Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C. - In: The journal of product & brand management 20 (2011) 1, pp. 48-58
Persistent link: https://www.econbiz.de/10008850822
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Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude
Voss, Kevin E.; Spangenberg, Eric R.; Grohmann, Bianca - In: Journal of marketing research : JMR 40 (2003) 3, pp. 310-320
Persistent link: https://www.econbiz.de/10006649604