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Persistent link: https://www.econbiz.de/10014373354

Brand competitiveness antecedents : the interaction effects of marketing and R&D expenditure

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Legacy transmission through fashion films : visual and narrative brand heritage integration

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Is your brand protected? : assessing brand safety risks in digital campaigns

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Driving success : a segmentation of customer admiration in automotive industry

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To stay relevant with the ever-changing customers, companies have to create value by perpetually evolving the relationship between their brand and customers. The enduring success from the world’s most well-known automotive brands such as BMW, Mercedes-Benz, and Harley-Davidson can be...

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Strategic use of social media in marketing and financial performance : the B2B SME context

Cao, Guangming; Weerawardena, Jay - In: Industrial marketing management : the international … 111 (2023), pp. 41-54

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The impacts of logo dynamism and product types on brand market performance

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Examining the efficacy of non-market and market driving activities of B2B international firms

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Luxury fashion brand coolness : niche versus mass cool

Loureiro, Sandra Maria Correia; Aleem, Aihoor; … - In: Spanish journal of marketing 28 (2024) 2, pp. 165-186

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Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling

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