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Marketing Schritt für Schritt: Arbeitsbuch

Hennig, Alexander

7, 2022

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Perceived economic mobility predicts evaluation of low‐fit co‐brands

Psychology & marketing, 2024-07, Vol.41 (7), p.1562-1573

2024

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Research on post-epidemic brand co-branding based on big data -- take Zhouheiya store as an example

SHS Web of Conferences, 2023, Vol.165, p.1010

2023

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Success drivers of co‐branding: A meta‐analysis

International journal of consumer studies, 2021-07, Vol.45 (4), p.911-936

Paydas Turan, Ceyda

2021

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What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership

Psychology & marketing, 2019-08, Vol.36 (8), p.758-772

2019

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The role of brand coolness in the masstige co-branding of luxury and mass brands

Journal of business research, 2022-10, Vol.149, p.240-249

2022

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The Influence of Consumer Motivation on Satisfaction in the Field of Co-branding - Take Food Brands for Example

SHS Web of Conferences, 2023, Vol.154, p.1012

2023

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Understanding consumer reference price behavior in co-branding: from the perspective of a dynamic supply chain

Electronic commerce research, 2023-09

2023

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Brand loyalties in designer luxury and fast fashion co-branding alliances

Journal of business research, 2017-12, Vol.81, p.173-180

2017

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Rich alone or rich together: the impact of value proposition innovation on the product–place co-branding value

The Journal of business & industrial marketing, 2024-07, Vol.39 (8), p.1719-1733

2024

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‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances

Journal of business research, 2020-09, Vol.117, p.839-849

2020

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Co-branding as a masstige strategy for luxury brands: Desirable or not?

Journal of business research, 2023-03, Vol.158, p.113704, Article 113704

2023

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1 + 1 > 2? Is co-branding an effective way to improve brand masstige?

Journal of business research, 2022-05, Vol.144, p.556-571

2022

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La fusión de marcas: el contrato de co-branding

Revista la propiedad inmaterial, 2023-02 (34), p.89-110

Rodríguez Gómez, Andrés Eduardo

2023

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The Psychological Mechanism of Brand Co-creation Engagement

Journal of interactive marketing, 2016-02, Vol.33, p.13-26

2016

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Celebrity co-branding partners as irrelevant brand information in advertisements

Journal of business research, 2013-07, Vol.66 (7), p.941-947

2013

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Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding

Journal of business research, 2022-10, Vol.149, p.615-629

Paydas Turan, Ceyda

2022

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“New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands

Journal of retailing and consumer services, 2023-07, Vol.73, p.103293, Article 103293

2023

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Perceived globalness and localness in B2B brands: A co-branding perspective

Industrial marketing management, 2018-07, Vol.72, p.59-70

2018

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The role of brand equity and crisis type on corporate brand alliances in crises

European management review, 2020-12, Vol.17 (4), p.821-834

2020

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Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities

Journal of marketing, 2022-07, Vol.86 (4), p.17-36

2022

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Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

International journal of advertising, 2022-08, Vol.41 (6), p.1017-1037

2022

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Decoding the employee influencer on social media: applying Taylor’s six segment message strategy wheel

European journal of marketing, 2023-01, Vol.57 (1), p.29-59

2023

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Negative spill over effects in brand alliance crises

Public relations review, 2023-12, Vol.49 (5), p.102394, Article 102394

2023

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Events as a Strategy to Enhance Destination's Brand: Millennium Estoril Open Case Study

Event management, 2024-04

2024

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Marketing Schritt für Schritt: Arbeitsbuch

Perceived economic mobility predicts evaluation of low‐fit co‐brands

Research on post-epidemic brand co-branding based on big data -- take Zhouheiya store as an example

Success drivers of co‐branding: A meta‐analysis

What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership

The role of brand coolness in the masstige co-branding of luxury and mass brands

The Influence of Consumer Motivation on Satisfaction in the Field of Co-branding - Take Food Brands for Example

Understanding consumer reference price behavior in co-branding: from the perspective of a dynamic supply chain

Brand loyalties in designer luxury and fast fashion co-branding alliances

Rich alone or rich together: the impact of value proposition innovation on the product–place co-branding value

‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances

Co-branding as a masstige strategy for luxury brands: Desirable or not?

1 + 1 > 2? Is co-branding an effective way to improve brand masstige?

La fusión de marcas: el contrato de co-branding

The Psychological Mechanism of Brand Co-creation Engagement

Celebrity co-branding partners as irrelevant brand information in advertisements

Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding

“New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands

Perceived globalness and localness in B2B brands: A co-branding perspective

The role of brand equity and crisis type on corporate brand alliances in crises

Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities

Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

Decoding the employee influencer on social media: applying Taylor’s six segment message strategy wheel

Negative spill over effects in brand alliance crises

Events as a Strategy to Enhance Destination's Brand: Millennium Estoril Open Case Study

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