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Strategic brand management in and through sport

Manoli, Argyro Elisavet - In: Journal of strategic marketing 32 (2024) 6, pp. 814-821

Persistent link: https://www.econbiz.de/10015051757

Making sense of brand : how customer experience leads to brand image and price premium?

Renani, Effat Sadat Mahboobi; Aghdaie, Fathollah Amiri; … - In: International journal of business excellence : IJBEX 33 (2024) 4, pp. 507-522

Persistent link: https://www.econbiz.de/10015062234

Impact of viral marketing on brand loyalty in the FMCG sector

Mukherjee, Soumya; Das, Mrinal Kanti; Sahi, Anu; Saha, Dipak - In: International journal of business competition and … 8 (2023) 4, pp. 240-261

Persistent link: https://www.econbiz.de/10015064271

A study on the effects of branding on customer buying behavior with special reference to apparel brand in Ranchi

Ghosh, Durga - In: GITAM journal of management : a quarterly publication … 18 (2020) 4, pp. 37-54

Persistent link: https://www.econbiz.de/10013187310

Factors affecting brand switching in telecommunication industry in Kathmandu valley

Thagunna, Suresh Singh - In: Nepalese journal of economics : a publication of … 7 (2023) 3, pp. 159-173

Persistent link: https://www.econbiz.de/10014422582

The influence of perceived value and brand image on Lacoco's brand equity with brand awareness as a moderation variable

Purnama, Yunus Indra; Wening, Nur - 2023

Persistent link: https://www.econbiz.de/10014452647

The effects of brand hypocrisy on consumer evaluations and behaviors : moderating role of nutrition consciousness

Erol, Fuat - In: Organizations and markets in emerging economies 14 (2023) 1, pp. 133-151

and lead to negative evaluations. Accusations of hypocrisy can also result in negative behavioral outcomes, such as brand … consciousness. Therefore, this study aims to explore the serial mediating effect of brand image and brand evaluations of the effect … of the brand (mission) hypocrisy on both brand distance and nWOM, and the moderating role of nutrition consciousness on …

Persistent link: https://www.econbiz.de/10014534727

The role of market and product category characteristics in local versus foreign language branding in Latin America

Farías, Pablo; Torres, Luis - In: Management decision 60 (2022) 5, pp. 1492-1510

Persistent link: https://www.econbiz.de/10013349974

Visual metaphors and white space : how the visual rhetorical language in advertising influences consumer responses to paradox brands

Huang, Xiaozhi; Wei, Meiting; Cao, Xin - In: Journal of retailing and consumer services 81 (2024), pp. 1-11

Persistent link: https://www.econbiz.de/10015117774

How does language intensity of brand fan word-of-mouth (WOM) affect customers' willingness to adopt WOM? : An empirical study based on psychological resistance theory

Zhang, Depeng; Li, Zhongxiang; Ma, Jiaxin - In: Asia Pacific journal of marketing and logistics 36 (2024) 3, pp. 736-755

Persistent link: https://www.econbiz.de/10014486775