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A behavioural long-term based measure to monitor the health of a brand
Mirzaei, Abas; Gray, David; Baumann, Chris; Johnson, … - In: The journal of brand management : an international journal 22 (2015) 4, pp. 299-322
Persistent link: https://www.econbiz.de/10011339299
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Assessing ad-spend patterns to predict brand health : a model for advertisers to determine future advertising-budgeting strategies
Mirzaei, Abas; Gray, David; Baumann, Chris; Johnson, … - In: Journal of advertising research 56 (2016) 2, pp. 169-182
Persistent link: https://www.econbiz.de/10011518081
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Developing a new model for tracking brand equity as a measure of marketing effectiveness
Mirzaei, Abas; Gray, David; Baumann, Chris - In: The marketing review 11 (2011) 4, pp. 323-336
Persistent link: https://www.econbiz.de/10009428169
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The impact of brand health on customer equity
Mirzaei, Abas; Baumann, Chris; Johnson, Lester W.; … - In: Journal of retailing and consumer services 33 (2016), pp. 8-16
Persistent link: https://www.econbiz.de/10011598531
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Developing a new model for tracking brand equity as a measure of marketing effectiveness
Mirzaei, Abas; Gray, David; Baumann, Chris - In: The marketing review 11 (2011) 4, pp. 323-336
Persistent link: https://www.econbiz.de/10009853213