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What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
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Special issue: a marketing perspective on business models
Gatignon, Hubert A. (ed.); Lecocq, Xavier (ed.);  … - 2017
Persistent link: https://www.econbiz.de/10011824737
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The impact of corporate social responsibility on brand sales : an accountability perspective
Nickerson, Dionne; Lowe, Michael; Pattabhiramaiah, Adithya - In: Journal of marketing 86 (2022) 2, pp. 5-28
Persistent link: https://www.econbiz.de/10013258777