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1-10 of 30 results for brand portfolio management

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

Retricted access

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: Owned Social Media Advertising: Cannibalization and Competition

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Research article

First published 2022-8

Owned Social Media Advertising: Cannibalization and Competition

Hualu Zheng, Lu Huang

Journal of Interactive Marketing

Select article: Kurdola: Product Portfolio Decision

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Research article

First published 2015-3

Kurdola: Product Portfolio Decision

Jaydeep Mukherjee

Vision: The Journal of Business Perspective

Select article: Customer Acquisition Through Intermediaries (vs. Brand) Shapes Lifetime Value: Evidence From the Hotel Industry

Open access

Research article

First published 2026

Customer Acquisition Through Intermediaries (vs. Brand) Shapes Lifetime Value: Evidence From the Hotel Industry

Agata Leszkiewicz, Sarang Sunder, V Kumar [...]

Production and Operations Management

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: 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: 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: The 5Bs of Modern Branding

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Research article

First published 2025-3

The 5Bs of Modern Branding

David Aaker

Management and Business Review

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

Select article: Supercomplan: Five Commandments

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Research article

First published 1998-1

Supercomplan: Five Commandments

T.N. Swaminathan

Paradigm: A Management Research Journal

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