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Consumer evaluation of brand extension for global and local brands : the moderating role of product similarity
Punyatoya, Plavini - In: Journal of international consumer marketing 25 (2013) 3, pp. 198-215
Persistent link: https://www.econbiz.de/10009761420
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Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market
Rahman, Mizan; Hasan, Md. Rajibul; Floyd, David - In: Strategic change : SC ; briefings in entrepreneurial finance 22 (2013) 3/4, pp. 225-239
Persistent link: https://www.econbiz.de/10009766239
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Evaluating and managing brand repurchase across multiple geographic retail markets
Echambadi, Raj; Jindal, Rupinder P.; Blair, Edward A. - In: Journal of retailing 89 (2013) 4, pp. 409-422
Persistent link: https://www.econbiz.de/10010226428
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Is product innovation as effective for private labels as it is for national brands?
Abril Barrie, Carmen; Martos-Partal, Mercedes - In: Innovation: organization & management : IOM 15 (2013) 3, pp. 337-349
Persistent link: https://www.econbiz.de/10010226647
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Taking up the challenge of corporate branding : an integrative framework
De Roeck, Kenneth; Maon, François; Lejeune, Christophe - In: European management review : the journal of the … 10 (2013) 3, pp. 137-151
Persistent link: https://www.econbiz.de/10010227362
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Relationship quality as a resource to build industrial brand equity when products are uncertain and future-based
Marquardt, Adam J. - In: Industrial marketing management : the international … 42 (2013) 8, pp. 1386-1397
Persistent link: https://www.econbiz.de/10010227736
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The role of brand orientation in the higher education sector : a student-perceived paradigm
Casidy, Riza - In: Asia Pacific journal of marketing and logistics 25 (2013) 5, pp. 803-820
Persistent link: https://www.econbiz.de/10010228957
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The marketing of neuromarketing : brand differentiation strategies employed by prominent neuromarketing firms to attract media clients
McDowell, Walter S.; Dick, Steven J. - In: Journal of media business studies 10 (2013) 1, pp. 25-40
Persistent link: https://www.econbiz.de/10010229508
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Cause-related marketing and strategic agility : an integrated framework for gaining the competitive advantage
Christofi, Michael; Kaufmann, Hans Rüdiger; Vrontis, … - In: World review of entrepreneurship, management and … 9 (2013) 4, pp. 518-542
Persistent link: https://www.econbiz.de/10010230100
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Marketing cases from emerging markets
Mutum, Dilip S. (ed.) - 2014
Persistent link: https://www.econbiz.de/10010190761