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Purpose is the new branding : understanding conscientious purpose-driven marketing and its impact on brand outcomes

Fernandes, Teresa; Guzman, Francisco; Mota, Mafalda - In: The journal of product & brand management 33 (2024) 6, pp. 761-782

Persistent link: https://www.econbiz.de/10015165276

Impact of sponsorship terminations on sponsor's brand : empirical findings and management implications

Salzer, Felix; Bruhn, Manfred - In: Die Unternehmung : Swiss journal of business research … 78 (2024) 4, pp. 314-331

Persistent link: https://www.econbiz.de/10015165333

Brand Value Building and Management on B2B Markets

Majerova, Jana; Kubjatkova, Anna - 2021

erudition of marketing managers' decisions and create the misconception that the strategies of building and managing brand value …

Persistent link: https://www.econbiz.de/10013247751

Algorithmic branding through platform assemblages : core conceptions and research directions for a new era of marketing and service management

Kozinets, Robert V. - In: Journal of service management 33 (2022) 3, pp. 437-452

Persistent link: https://www.econbiz.de/10013325615

Anthropomorphic brand management : an integrated review and research agenda

Sharma, Monika; Rahman, Zillur - In: Journal of business research : JBR 149 (2022), pp. 463-475

Persistent link: https://www.econbiz.de/10013325632

The invisible leash : when human brands hijack corporate brands' consumer relationships

Giertz, Johann N.; Hollebeek, Linda D.; Weiger, Welf; … - In: Journal of service management 33 (2022) 3, pp. 485-495

Persistent link: https://www.econbiz.de/10013325644

Female sexuality in marketing communication and effects on the millennial buying decisions in fashion industry in Nigeria

Oniku, Ayodele Christopher; Joaquim, Anthonia Farayola - In: Rajagiri management journal 16 (2022) 2, pp. 105-117

Purpose - The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying...

Persistent link: https://www.econbiz.de/10013325880

Linking Brand Engagement to Customer-Based Brand Equity and Role of Brand Experience, Brand Personality, and Brand Affect : A Case of Automobile Market of Pakistan

Farhat, Kashif - 2021

. It is recommended that brand managers design marketing plans with a greater emphasis and focus on pleasant brand …

Persistent link: https://www.econbiz.de/10013233249

To donate or not to donate? : how cosmopolitanism and brand anthropomorphism influence donation intentions for international humanitarian causes

Dalman, M. Deniz; Ray, Subhasis - In: Management research review 45 (2022) 4, pp. 524-544

Persistent link: https://www.econbiz.de/10013284896

Brand loyalty through brand tribalism : an anthropological perspective

Gonçalves Filho, Cid; Chinelato, Flavia Braga; Couto, … - In: Management research review 45 (2022) 6, pp. 735-759

Persistent link: https://www.econbiz.de/10013284966