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Brand Presence in Decision-Making Involving Decoys

Kubalová, Radka; Klepek, Martin - In: Market : review for marketing theory and practice 34 (2022) 1, pp. 9-24

Persistent link: https://www.econbiz.de/10013335995

Are brands that perform gendered product differentiation perceived as sexist? : an experimental investigation

Caruelle, Delphine - In: The journal of product & brand management 33 (2024) 5, pp. 576-589

Persistent link: https://www.econbiz.de/10015165162

Consumption motivations for counterfeit luxury brands : moderating role of genuine brand experience

Yin, Xiao-Long; Yang, Yan-Li; Kim, Hyung-Jun - In: Journal of international trade & commerce 17 (2021) 5, pp. 31-48

Persistent link: https://www.econbiz.de/10013269866

Measuring brand experiences cross-nationally

Saari, Ulla A.; Mäkinen, Saku J. - In: The journal of brand management : an international journal 24 (2017) 1, pp. 86-104

Persistent link: https://www.econbiz.de/10011704267

A tale of two brands : the joint effect of manufacturer and retailer brands on consumers’ product evaluation

Zhu, Ying; Chen, Haipeng - In: The journal of brand management : an international journal 24 (2017) 3, pp. 284-306

Persistent link: https://www.econbiz.de/10011708590

How consumers resolve conflict over branded products : evidence from mouse cursor trajectories

Fisher, Geoffrey; Woolley, Kaitlin - In: Journal of marketing research 61 (2024) 1, pp. 165-184

Persistent link: https://www.econbiz.de/10014584181

The influence of brand experiences onto brand preference, brand meaning and haptic product evaluation : essays in experimental marketing research

Stach, Jens - 2019

Persistent link: https://www.econbiz.de/10012105022

Wahrnehmung und Beurteilung von Markentransfers : Erfolgsfaktoren für Transferprodukte und Markenimage

Günther, Stephan - 2002 - 1. Auflage

Klappentext: Die Wahl der richtigen Markenstrategie ist einer der zentralen Erfolgsfaktoren bei der Einführung neuer Produkte. Diese werden in der betrieblichen Praxis oftmals nicht unter einer neuen eigenständigen Marke sondern unter einer im Markt bereits etablierten und beim Verbraucher...

Persistent link: https://www.econbiz.de/10001658268

Pictorial Branding : How Anthropomorphic and Naturalistic Logos Imbue Product Value Perceptions, Expected Experience and Willingness to Pay a Price Premium

Ho, Kenneth Fu Xian; Liu, Fang; Tarabashkina, Liudmila - 2022

Despite the pervasive use of pictorial brand logos, little is known about their effects on product value perceptions … naturalistic logo, pointing to different benefits that pictorial logos can provide to brand managers and importance of careful logo … implications for branding strategies and behavioural outcomes …

Persistent link: https://www.econbiz.de/10014084743

The effect of charity brand experience on donors’ behavioral intentions : the mediating role of charity brand personality and donors’ satisfaction

Ali, Basant Hassan; Elaref, Nadia; Yacout, Omneya Mokhtar - In: International review on public and non-profit marketing 20 (2023) 4, pp. 875-903

Persistent link: https://www.econbiz.de/10014437261