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Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry
Lobschat, Lara; Zinnbauer, Markus A.; Pallas, Florian; … - In: Long range planning : LRP ; international journal of … 46 (2013) 1, pp. 125-148
Persistent link: https://www.econbiz.de/10010087725
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Communication behavior of companies in product recalls without customer identification information
Kübler, Raoul V.; Albers, Sönke - In: Marketing : journal of research and management 6 (2010) 1, pp. 59-70
Persistent link: https://www.econbiz.de/10009037363
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Faking or convincing : why do some advertising campaigns win creativity awards?
Kübler, Raoul V.; Proppe, Dennis - In: Business research : BuR ; official open access journal … 5 (2012) 1, pp. 60-81
Persistent link: https://www.econbiz.de/10010009342