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The impact of brand value on brand competitiveness

Gupta, Suraksha; Gallear, David; Rudd, John M.; … - In: Journal of business research : JBR 112 (2020), pp. 210-222

Persistent link: https://www.econbiz.de/10012230579

Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?

Mirzaei, Abas; Wilkie, Dean C. H.; Burgess, Amelie Jay - In: Journal of retailing and consumer services 81 (2024), pp. 1-15

Persistent link: https://www.econbiz.de/10015123501

The perceptions of brand coappearance in product placement : cooperation, competition or coopetition?

Chan, Fong Yee; Edwards, Steven Marc - In: European journal of marketing 58 (2024) 11, pp. 2539-2565

Persistent link: https://www.econbiz.de/10015198433

Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance

Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655

Persistent link: https://www.econbiz.de/10011597014

Naked consumer's mind under branded dress : case study of Slovak Republic

Kliestikova, Jana; Durana, Pavol; Kovacova, Maria - In: Central European business review : CEBR 8 (2019) 1, pp. 15-32

Persistent link: https://www.econbiz.de/10012157632

Why do hypermarkets extend their brands to a growing number of products?

Hasliza Hassan; Muhammad Sabbir Rahman; Abu Bakar Sade - In: International journal of business excellence 17 (2019) 3, pp. 290-305

Persistent link: https://www.econbiz.de/10011997497

Driving brand value through CSR initiatives : an empirical study in Indian perspective

Singh, Anupam; Verma, Priyanka - In: Global business review 19 (2018) 1, pp. 85-98

Persistent link: https://www.econbiz.de/10011800200

A model of customer-based brand equity : evidence from the banking service in Iran

Hosseini, Mirza Hassan; Saravi-Moghadam, Nahid - In: International journal of productivity and quality … 21 (2017) 1, pp. 23-44

Persistent link: https://www.econbiz.de/10011748580

Analysing brand awareness as a driver for determining brand value : a study in telecommunications service marketing

Rajagopal, Ananya - In: International journal of services and operations … 37 (2020) 2, pp. 241-263

Persistent link: https://www.econbiz.de/10012521923

"I love your brand! I engage with you, and I do online brand-related activities (COBRAs)" : the role of brand value

Castro-González, Sandra; Bande, Belén; … - In: European journal of management and business economics : … 34 (2025) 3, pp. 359-383

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities … (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities …, considering the mediating effect of attitudinal brand engagement and the moderating effect of brand value on this relationship …

Persistent link: https://www.econbiz.de/10015414941