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Rethinking brand architecture : a study on industry, company- and product-level drivers of branding strategy
Strebinger, Andreas - In: European journal of marketing : EJM 48 (2014) 9/10, pp. 1782-1804
Persistent link: https://www.econbiz.de/10010429761
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Consumer responses to elimination of overpackaging on private label products
Monnot, Elisa; Parguel, Béatrice; Reniou, Fanny - In: International journal of retail & distribution management 43 (2015) 4/5, pp. 329-349
Persistent link: https://www.econbiz.de/10011298832
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Product placement by global brands as an alternative strategy : is it worth in emerging market?
Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156
Persistent link: https://www.econbiz.de/10011305971
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Effects of pronoun brand name perspective and positioning on brand attitude
Kachersky, Luke; Carnevale, Marina - In: The journal of product & brand management 24 (2015) 2, pp. 157-164
Persistent link: https://www.econbiz.de/10011308509
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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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The times (and brands) are a changin' : a response to Gaski's commentary
Conejo, Francisco; Wooliscroft, Ben - In: Journal of macromarketing : examining the interactions … 35 (2015) 3, pp. 391-396
Persistent link: https://www.econbiz.de/10011339722
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Measuring and managing brand love : the BERA platform
Barker, Ryan; Peacock, Jeffrey - In: Consumer brand relationships : meaning, measuring, managing, (pp. 243-260). 2015
Persistent link: https://www.econbiz.de/10011279668
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Premium Price-Promotion : Spannungsfeld zwischen Absatzzielen und Markenwahrnehmung
Zöllner, Felix - 2015
Persistent link: https://www.econbiz.de/10011281669
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Branding as innovation within agribusiness value chains
Lewis, Gemma; Crispin, Stuart; Bonney, Lawrence; Woods, … - In: Journal of research in marketing and entrepreneurship : JRME 16 (2014) 2, pp. 146-162
Persistent link: https://www.econbiz.de/10010465769
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The impact of brand communication on brand equity through Facebook
Schivinski, Bruno; Dąbrowski, Dariusz - In: Journal of research in interactive marketing : … 9 (2015) 1, pp. 31-53
Persistent link: https://www.econbiz.de/10011297938