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The implications of digital marketing on WeChat for luxury fashion brands in China
Liu, Sindy; Perry, Patsy; Gadzinski, Gregory - In: The journal of brand management : an international journal 26 (2019) 4, pp. 395-409
Persistent link: https://www.econbiz.de/10012060141
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Masstige model and measure for brand management
Paul, Justin - In: European management journal 37 (2019) 3, pp. 299-312
Persistent link: https://www.econbiz.de/10012063173
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The impact of value co-creation on hotel brand equity and customer satisfaction
González-Mansilla, Óscar; Berenguer Contrí, Gloria; … - In: Tourism management : research, policies, practice 75 (2019), pp. 51-65
Persistent link: https://www.econbiz.de/10012063560
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Advertising and brand attitudes : evidence from 575 brands over five years
Du, Rex Yuxing; Joo, Mingyu; Wilbur, Kenneth C. - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 257-323
Persistent link: https://www.econbiz.de/10012098690
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In brands we trust? : a multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities
Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of consumer research : JCR ; an … 46 (2019) 4, pp. 651-670
Persistent link: https://www.econbiz.de/10012120935
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Package communication : an investigation on the premiumness of private label product packages in Turkey
Yildirim, Emre - In: Improving marketing strategies for private label products, (pp. 158-186). 2020
Persistent link: https://www.econbiz.de/10012125533
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Market orientation, positioning strategy and brand performance
Iyer, Pramod; Davari, Arezoo; Zolfagharian, Mohammadali; … - In: Industrial marketing management : the international … 81 (2019), pp. 16-29
Persistent link: https://www.econbiz.de/10012107673
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Effects of inbound marketing communications on HEIs' brand equity : the mediating role of the student's decision-making process. An exploratory research
Royo-Vela, Marcelo; Hünermund, Ute - In: Journal of marketing for higher education 26 (2016) 2, pp. 143-167
Persistent link: https://www.econbiz.de/10011618645
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Linking online niche sales to offline brand conditions
Son, Jungmin; Kim, Jikyung Jeanne; Choi, Jeonghye; Kim, … - In: Journal of business research : JBR 70 (2017), pp. 74-84
Persistent link: https://www.econbiz.de/10011620252
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Unpacking brand management superiority : examining the interplay of brand management capability, brand orientation and formalisation
Lee, Wai Jin; O'Cass, Aron; Sok, Phyra - In: European journal of marketing : EJM 51 (2017) 1, pp. 177-199
Persistent link: https://www.econbiz.de/10011626461