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Research article

First published 2023-6

Marriott’s Strategy to Survive an Economic Crisis: Invest and Reposition the Brand

Hayley Tillery, Skyler Sheppard, Baker Ayoun

Journal of Hospitality & Tourism Cases: An International Case Journal

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Research article

First published 2005-6

Repositioning New Zealand Venison: From Commodity to Brand

Michael B. Beverland

Australasian Marketing Journal

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Case report

First published 2020-7

Old Monk: The Resurrection of a Heritage Brand

A. Shivakanth Shetty, Kerena Anand, Dilip Chandra

Business Perspectives and Research

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Research article

First published 2019-8

Building Brand Through B2B Route—Del Monte in India

Anuj Sharma

South Asian Journal of Business and Management Cases

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Case report

First published 2024

Crisis Faced by a B-School

Avil Terrance Saldanha, Rekha Aranha

Asian Journal of Management Cases

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Research article

First published 1983-11

Product Positioning: TRINODAL Mapping of Brand Images,Ad Images,and Consumer Preference

John W. Keon

Journal of Marketing Research

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Research article

First published 1992-5

Market Share Response When Consumers Seek Variety

Fred M. Feinberg, Barbara E. Kahn, Leigh Mcalister

Journal of Marketing Research

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Research article

First published 2011-5

Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding

Alexander Chernev, Ryan Hamilton, David Gal

Journal of Marketing

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Research article

First published 1989-8

Consumer Preference Formation and Pioneering Advantage

Gregory S. Carpenter, Kent Nakamoto

Journal of Marketing Research

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Research article

First published 2026

A quarter century on: Reflecting on brand communities through the lens of M arketing T heory —The journal

Bernard Cova, Stefania Borghini, Antonella Carù

Marketing Theory

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