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Kommunikation des Markenportfolios durch Portfolio-Werbung bei Unternehmen mit komplexen Markenarchitekturen
Brunner, Christian Boris - In: Aktuelle Marketing- und Management-Trends : das Beste …, (pp. 67-91). 2014
Persistent link: https://www.econbiz.de/10010423113
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Examining the drivers and brand performance implications of customer engagement with brands in the social media environment
De Vries, Natalie Jane; Carlson, Jamie - In: The journal of brand management : an international journal 21 (2014) 6, pp. 495-515
Persistent link: https://www.econbiz.de/10010423856
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Wally Olins (1930 - 2014), corporate identity ascendancy and corporate brand hegemony : celebrating the life of Wally Olins ; leading corporate identity exponent and prominent brand proponent
Balmer, John M. T. - In: The journal of brand management : an international journal 21 (2014) 6, pp. 459-468
Persistent link: https://www.econbiz.de/10010423879
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Quo vadis Integrierte Kommunikation? : zur Aktualität eines Paradigmas
Petrides, Isabel - In: Marke und digitale Medien : der Wandel des …, (pp. 379-395). 2014
Persistent link: https://www.econbiz.de/10010424247
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Rethinking brand architecture : a study on industry, company- and product-level drivers of branding strategy
Strebinger, Andreas - In: European journal of marketing : EJM 48 (2014) 9/10, pp. 1782-1804
Persistent link: https://www.econbiz.de/10010429761
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Communicating a made-in-America brand : country-of-origin messaging strategies in the US home furnishings industry
Zatepilina-Monacell, Olga - In: Corporate reputation review : an international journal 17 (2014) 2, pp. 157-168
Persistent link: https://www.econbiz.de/10010383339
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Influences of the spokes-character on brand equity antecedents
Chang, En Chi - In: Asia Pacific journal of marketing and logistics 26 (2014) 3, pp. 494-515
Persistent link: https://www.econbiz.de/10010384978
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Marketing strategies for services : is brand architecture a viable way forward?
Rahman, Kaleel; Areni, Charles Scott - In: Journal of strategic marketing 22 (2014) 4, pp. 328-346
Persistent link: https://www.econbiz.de/10010387293
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Are growth-oriented SMEs more likely to adopt market and brand orientations?
Reijonen, Helen; Párdányi, Szandra; Tuominen, Sasu; … - In: Journal of small business and enterprise development 21 (2014) 2, pp. 250-264
Persistent link: https://www.econbiz.de/10010388595
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How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? : evidence from the hospitality industry
Šerić, Maja; Gil Saura, Irene; Ruiz-Molina, María Eugenia - In: International journal of hospitality management 39 (2014), pp. 144-156
Persistent link: https://www.econbiz.de/10010389390