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Exploring product fit and brand fit in brand alliances : establishing the role of categorization processes

Norman, Andrew T. - In: Journal of business & economics research 15 (2017) 1, pp. 5-14

Persistent link: https://www.econbiz.de/10011669556

Brand happiness : the searching and finding of the "holy grail" of marketing

Bruhn, Manfred; Schnebelen, Stefanie - In: Die Unternehmung : Swiss journal of business research … 71 (2017) 4, pp. 464-490

Persistent link: https://www.econbiz.de/10011777144

Rebranding : the effect of team name changes on club revenue

Agha, Nola; Goldman, Michael M.; Dixon, Jess C. - In: European Sport management quarterly : ESMQ 16 (2016) 5, pp. 675-695

Persistent link: https://www.econbiz.de/10011641182

Personal branding : a perspective from the professional athlete-level-of-analysis

Hodge, Courtney; Walker, Matthew - In: International journal of sport management and marketing … 16 (2015) 1/2, pp. 121-131

Persistent link: https://www.econbiz.de/10011550880

The effects of product fit and brand fit on memory retention for brand alliances : when less is more : evidence from Chinese firms

Norman, Andrew T. - In: International journal of management and marketing … 9 (2016) 1, pp. 13-28

Persistent link: https://www.econbiz.de/10011551967

Brand management at a local scale : a case of "Ghost Awareness"

Ruão, Teresa; Marinho, Sandra; Balonas, Sara; Melo, … - In: Corporate reputation review : an international journal 19 (2016) 2, pp. 179-193

Persistent link: https://www.econbiz.de/10011552662

Toward a model of brand strategy adoption

Neuvonen, Heidi - In: The journal of brand management : an international journal 23 (2016) 2, pp. 197-215

Persistent link: https://www.econbiz.de/10011459527

Dynamic aspects of brand management

Prymon, Marek - In: Economics, management and financial markets 11 (2016) 1, pp. 135-142

Persistent link: https://www.econbiz.de/10011809480

The emerged trends in consumers' co-creation : a conceptual framework for extending or creating the brand

Paul, Soumi; Peretti, Paola; Datta, Saroj Kumar - In: Journal for international business and entrepreneurship … 9 (2016) 2, pp. 190-203

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Price promotions : enablers or obstacles for brand-led innovation adoption : a double-hurdle approach

Kuntner, Tobias; Teichert, Thorsten - 2017

Innovative new products and a strong brand are essential assets to sustain and expand a company's competitive position … price promotions, can influence both new product diffusion and brand image. However, a holistic, brand … investigating the effect of price promotions on new product diffusion from a brand manager's perspective. The analytic basis is a …

Persistent link: https://www.econbiz.de/10011649023