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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/10009745805

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. 929-940

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Using big data to predict consumer responses to promotional discounts as part of sales & operations planning

Manikas, Andrew; Godfrey, Michael; Skiver, Ryan - In: International journal of management and marketing … 10 (2017) 1, pp. 69-78

Persistent link: https://www.econbiz.de/10011799819

Using Big Data to Predict Consumer Responses to Promotional Discounts as Part of Sales & Operations Planning

Manikas, Andrew - 2017

Price promotions (discounts) are a well-known means by which a supply chain can stimulate demand for a product. These promotions could affect demand for a product in three ways by: 1) increasing the overall market growth, 2) stealing market share from competitors, and/or 3) increasing the amount...

Persistent link: https://www.econbiz.de/10012945966

Using humor in conjunction with negative consequences in advertising

Voss, Kevin E. - In: Journal of current issues and research in advertising : … 31 (2009) 2, pp. 25-39

Persistent link: https://www.econbiz.de/10003929288

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. 48-57

Persistent link: https://www.econbiz.de/10009007095

Drivers and outcomes of brand relationship quality in the context of online social networks

Pentina, Iryna; Gammoh, Bashar S.; Zhang, Lixuan; … - In: International journal of electronic commerce : IJEC 17 (2012/13) 3, pp. 63-86

Persistent link: https://www.econbiz.de/10009745720

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. 33-52

Persistent link: https://www.econbiz.de/10009563574

Characteristics of social-media marketing strategy and customer-based brand equity outcomes : a conceptual model

Pham, Phuoc H. M.; Gammoh, Bashar S. - In: International journal of internet marketing and … 9 (2015) 4, pp. 321-337

Persistent link: https://www.econbiz.de/10011497492

Antecedents of belief in global citizenship : a two-country empirical investigation

Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C.; … - In: Journal of global marketing 28 (2015) 1, pp. 52-66

Persistent link: https://www.econbiz.de/10010520761