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Commentaries and reply to "Can brand extension signal product quality?" by Sridhar Moorthy
Wernerfelt, Birger; Keller, Kevin Lane - 2012
This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy (Moorthy S. (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770)
Persistent link: https://www.econbiz.de/10009724867
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Commentaries and reply to "can brand extension signal product quality?" by Sridhar Moorthy
Wernerfelt, Birger; Keller, Kevin Lane; Moorthy, Sridhar - In: Marketing science 31 (2012) 5, pp. 771-778
Persistent link: https://www.econbiz.de/10009665101
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A case for brands as assets : acquired and internally developed
Sinclair, Roger Neville; Keller, Kevin Lane - In: The journal of brand management : an international journal 21 (2014) 4, pp. 286-302
Persistent link: https://www.econbiz.de/10010362938
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Building brand knowledge structures : elaboration and interference effects on the processing of sequentially advertised brand benefit
Heckler, Susan E.; Keller, Kevin Lane; Houston, Michael J. - In: Journal of marketing communications 20 (2014) 3, pp. 176-196
Persistent link: https://www.econbiz.de/10010389736
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The effects of brand name structure on brand extension evaluations and parent brand dilution
Sood, Sanjay; Keller, Kevin Lane - In: Journal of marketing research : JMR 49 (2012) 3, pp. 373-382
Persistent link: https://www.econbiz.de/10009563641
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Marketing management
Kotler, Philip - 2012 - 2. European ed.
Persistent link: https://www.econbiz.de/10009570770
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Strategic brand management : a European perspective
Keller, Kevin Lane; Apéria, Tony; Georgson, Mats - 2008 - 1. publ.
Persistent link: https://www.econbiz.de/10003679802
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A framework for marketing management
Kotler, Philip - 2016 - Sixth edition, global edition
Persistent link: https://www.econbiz.de/10011286371
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The structure of survey-based brand metrics
Lehmann, Donald R.; Keller, Kevin Lane; Farley, John U. - In: Journal of international marketing 16 (2008) 4, pp. 29-56
Persistent link: https://www.econbiz.de/10003813588
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The marketing advantages of strong brands
Hoeffler, Steve; Keller, Kevin Lane - 2009
Persistent link: https://www.econbiz.de/10003784505