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Articles (84)

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1-10 of 84 results for brand portfolio

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Select article: Brand Portfolio,Corporate Image,and Reputation: Managing Brand Deletions

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Research article

First published 2006-04

Brand Portfolio,Corporate Image,and Reputation: Managing Brand Deletions

Rajan Varadarajan, Mark P. DeFanti, Paul S. Busch

Journal of the Academy of Marketing Science

Select article: Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects

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Research article

First published 2008-5

Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects

Jing Lei, Niraj Dawar, Jos Lemmink

Journal of Marketing

Select article: Standing out while fitting in: An objective measure of visual branding cohesion across a product portfolio

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Research article

First published 2025-1

Standing out while fitting in: An objective measure of visual branding cohesion across a product portfolio

Ella Ward, Giang Trinh, Virginia Beal [...]

International Journal of Market Research

Select article: Brand Portfolio Promotions

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Research article

First published 2008-8

Brand Portfolio Promotions

Anocha Aribarg, Neeraj Arora

Journal of Marketing Research

Select article: Brand yourself,design your future: Portfolio-building in the social media age

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Research article

First published 2019-9

Brand yourself,design your future: Portfolio-building in the social media age

Leah Scolere

New Media & Society

Select article: Brand Portfolio Strategy and Firm Performance

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Research article

First published 2009-1

Brand Portfolio Strategy and Firm Performance

Neil A. Morgan, Lopo L. Rego

Journal of Marketing

Select article: The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

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Research article

First published 1994-5

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

Peter A. Dacin, Daniel C. Smith

Journal of Marketing Research

Select article: The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension

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Research article

First published 2024-12

The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension

Ingrid Lin, Chassidy Sakamoto

Journal of Hospitality & Tourism Cases: An International Case Journal

Select article: Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder?

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Research article

First published 2008-11

Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder?

S. Cem Bahadir, Sundar G. Bharadwaj, Rajendra K. Srivastava

Journal of Marketing

Select article: MTR Foods—Redesigning Brand Identity and Brand Architecture

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Case report

First published 2025-9

MTR Foods—Redesigning Brand Identity and Brand Architecture

Ruppal Walia Sharma, Renuka Kamath

Asian Journal of Management Cases

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