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Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Schmidt, Holger J.; Baumgarth, Carsten - In: The journal of brand management : an international journal 25 (2018) 3, pp. 250-265
Persistent link: https://www.econbiz.de/10011884942
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Beware, an underdog may bite : literature review and brand management framework in the context of underdog brands
Schmidt, Holger J.; Steenkamp, Pieter - In: The journal of brand management : an international journal 29 (2022) 1, pp. 85-110
Persistent link: https://www.econbiz.de/10013170524
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Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands
Schmidt, Holger J.; Steenkamp, Pieter - In: Journal of Brand Management 29 (2021) 1, pp. 85-110
An underdog brand is a brand with humble resources that competes with passion and determination against competitors that dominate a market. Numerous anecdotal examples and a few research articles of underdog brands exist, yet the understanding of what an underdog brand is and how brands can use...
Persistent link: https://www.econbiz.de/10014502025