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Select article: BMW Is Powerful,Beemer Is Not: Nickname Branding Impairs Brand Performance

Open access

Research article

First published 2025-1

BMW Is Powerful,Beemer Is Not: Nickname Branding Impairs Brand Performance

Zhe Zhang, Ning Ye, Matthew Thomson

Journal of Marketing

Select article: Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity

Open access

Research article

First published 2021-9

Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity

Zhe Zhang, Vanessa M. Patrick

Journal of Marketing

Select article: Factors Influencing Fan Acceptance or Rejection of a Sport Team's Revolutionary Rebrand

Retricted access

Research article

First published 2023-6

Factors Influencing Fan Acceptance or Rejection of a Sport Team's Revolutionary Rebrand

Jason Simmons, Michael L. Naraine, Chris Greenwell

Sport Marketing Quarterly

Select article: Bye Bye “Hello Ladies?” In-Vision Announcers As Continuity Technique in a European Postlinear Television Landscape

Retricted access

Research article

First published 2014-7

Bye Bye “Hello Ladies?” In-Vision Announcers As Continuity Technique in a European Postlinear Television Landscape

Hilde Van den Bulck, Gunn Sara Enli

Television & New Media

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