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Articles (1239)

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1-10 of 1239 results for Consumer brand marketing

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Select article: Marketing with working consumers: The case of a carmaker and its brand community

Free access

Research article

First published 2015-9

Marketing with working consumers: The case of a carmaker and its brand community

Bernard Cova, Stefano Pace, Per Skålén

Organization

Select article: How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

Retricted access

Research article

First published 2017-5

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

Hannes Datta, Kusum L. Ailawadi, Harald J. van Heerde

Journal of Marketing

Select article: Leveraging the Influencer Marketing Power of Influential Consumers: Toward a Theory of Impression Management for Brand Recovery from Brand Crisis

Open access

Research article

First published 2025

Leveraging the Influencer Marketing Power of Influential Consumers: Toward a Theory of Impression Management for Brand Recovery from Brand Crisis

Sheau Fen Yap, Lay Peng Tan, Weng Marc Lim [...]

Australasian Marketing Journal

Select article: Crafting Digital Experiences: Relational Strategies for SME Brands in Direct-to-Consumer Markets

Open access

Research article

First published 2025

Crafting Digital Experiences: Relational Strategies for SME Brands in Direct-to-Consumer Markets

Samantha McKee, Sean Sands, Justin Cohen [...]

Australasian Marketing Journal

Select article: Influence Mechanism of Content Marketing for Fashion Brand Culture on Consumers’ Purchase Intention Based on Information Adoption Theory

Open access

Research article

First published 2024-4

Influence Mechanism of Content Marketing for Fashion Brand Culture on Consumers’ Purchase Intention Based on Information Adoption Theory

Lihong Chen, Han Gao, Hafeezullah Memon [...]

Sage Open

Select article: Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market

Retricted access

Research article

First published 2020-8

Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market

Rajesh Sharma

Management and Labour Studies

Select article: The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market

Retricted access

Research article

First published 2000-5

The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market

Carrie M. Heilman, Douglas Bowman, Gordon P. Wright

Journal of Marketing Research

Select article: Identifying the factors influencing digital marketing and brand-consumer relationship

Retricted access

Research article

First published 2023-2

Identifying the factors influencing digital marketing and brand-consumer relationship

H. Mickle Aancy, Malay Bandyapadhyay, Shallini Taneja [...]

Risk and Decision Analysis

Select article: Measuring Consumers’ Preferences and Attitudes Towards Branded Petrol: An Initial Investigation of the Branded Petrol Market

Retricted access

Research article

First published 2013-2

Measuring Consumers’ Preferences and Attitudes Towards Branded Petrol: An Initial Investigation of the Branded Petrol Market

Anurag Dugar

Global Business Review

Select article: Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market

Retricted access

Research article

First published 2009-10

Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market

Eun Young Kim, Dee K. Knight, Lou E. Pelton

Clothing and Textiles Research Journal

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