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Proposal of a method to identify recall ability and brand associations
Ueda, Masao - In: International journal of market research 63 (2021) 3, pp. 386-400
Persistent link: https://www.econbiz.de/10012521396
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Three themes for the future of brands in a changing consumer marketplace
Campbell, Margaret C.; Price, Linda L. - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 517-526
Persistent link: https://www.econbiz.de/10012799006
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Building brands for the emerging bicultural market : the appeal of paradox brands
Rodas, Maria A.; John, Deborah Roedder; Torelli, Carlos J. - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 633-650
Persistent link: https://www.econbiz.de/10012799027
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A framework of brand contestation : toward brand antifragility
Dietrich, Daniel; Russell, Cristel Antonia - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 682-708
Persistent link: https://www.econbiz.de/10012799037
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Brand capabilities in English Premier League clubs
Manoli, Argyro Elisavet - In: European Sport management quarterly : ESMQ 20 (2020) 1, pp. 30-46
Persistent link: https://www.econbiz.de/10012256468
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The transformation of global luxury brands : the case of the Swiss watch company Longines : 1880-2010
Donzé, Pierre-Yves - In: Business history 62 (2020) 1, pp. 26-41
Persistent link: https://www.econbiz.de/10012181750
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Brand new : a longitudinal investigation of brand associations as drivers of team identity among fans of a new sport team
Wear, Henry; Heere, Bob - In: Journal of sport management : the official journal of … 34 (2020) 5, pp. 475-487
Persistent link: https://www.econbiz.de/10012293666
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Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
Cheung, Man Lai; Pires, Guilherme D.; Rosenberger, Philip J. - In: International journal of economics and business research 17 (2019) 3, pp. 243-261
Persistent link: https://www.econbiz.de/10012021617
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Augmented reality marketing : how mobile AR-apps can improve brands through inspiration
Rauschnabel, Philipp A.; Felix, Reto; Hinsch, Chris - In: Journal of retailing and consumer services 49 (2019), pp. 43-53
Persistent link: https://www.econbiz.de/10012025827
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Contested brands : how antagonistic market actors disrupt brand meanings
Dietrich, Daniel - 2020
Persistent link: https://www.econbiz.de/10013440275