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"Living the brand": brand orientation in the business-to-business sector

European journal of marketing, 2010-06, Vol.44 (5), p.653-671

2010

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Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration

The journal of product & brand management, 2018-05, Vol.27 (3), p.237-248

Baumgarth, Carsten

2018

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Brand orientation and market orientation — From alternatives to synergy

Journal of business research, 2013-01, Vol.66 (1), p.13-20

2013

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“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

The journal of product & brand management, 2018-05, Vol.27 (3), p.334-347

2018

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How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom

Corporate reputation review, 2021-11, Vol.24 (4), p.191-204

2021

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Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)

The journal of product & brand management, 2016-05, Vol.25 (3), p.247-261

2016

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Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

Journal of creating value, 2023-11, Vol.9 (2), p.166-182

2023

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To perform or not to perform? How strategic orientations influence the performance of Social Entrepreneurship Organizations

Cogent business & management, 2019, Vol.6 (1), p.1-25

2019

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How classical and entrepreneurial brand management increases the performance of internationalising SMEs?

Journal of world business : JWB, 2022-08, Vol.57 (5), p.101311, Article 101311

2022

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How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting

Industrial marketing management, 2010-11, Vol.39 (8), p.1250-1260

2010

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Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock

Journal of business research, 2020-06, Vol.114, p.240-253

2020

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Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model

The journal of brand management, 2018-05, Vol.25 (3), p.250-265

2018

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Sales force impact on B-to-B brand equity: conceptual framework and empirical test

The journal of product & brand management, 2011-09, Vol.20 (6), p.487-498

2011

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Brand orientation: Past, present, and future

Journal of marketing management, 2013-07, Vol.29 (9-10), p.973-980

2013

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Replication research's disturbing trend

Journal of business research, 2007-04, Vol.60 (4), p.411-415

2007

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From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products

Creativity and innovation management, 2020-12, Vol.29 (S1), p.116-127

2020

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Markenaudit Für Kulturinstitutionen: Ganzheitliches Tool Zur Analyse und Professionalisierung der Markenführung Im Kultursektor

2014., 2013

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Brand Audit for Cultural Institutions (BAC): A Validated and Holistic Brand Controlling Tool

International journal of arts management, 2016-10, Vol.19 (1), p.54-68

2016

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Brand Orientation: A Case Study Approach within the Context of Social Entrepreneurial Businesses

Procedia, social and behavioral sciences, 2015-02, Vol.175, p.24-31

2015

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Fresh perspectives on brand management

Journal of marketing management, 2020-07, Vol.36 (11-12), p.973-980

2020

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Aufbruch: Ingredient Branding schafft Werte

1, 2015

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"Living the brand": brand orientation in the business-to-business sector

Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration

Brand orientation and market orientation — From alternatives to synergy

“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom

Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)

Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

To perform or not to perform? How strategic orientations influence the performance of Social Entrepreneurship Organizations

How classical and entrepreneurial brand management increases the performance of internationalising SMEs?

How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting

Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock

Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model

Sales force impact on B-to-B brand equity: conceptual framework and empirical test

Brand orientation: Past, present, and future

Replication research's disturbing trend

From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products

Markenaudit Für Kulturinstitutionen: Ganzheitliches Tool Zur Analyse und Professionalisierung der Markenführung Im Kultursektor

Brand Audit for Cultural Institutions (BAC): A Validated and Holistic Brand Controlling Tool

Brand Orientation: A Case Study Approach within the Context of Social Entrepreneurial Businesses

Fresh perspectives on brand management

Aufbruch: Ingredient Branding schafft Werte

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