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Articles (15)

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1-10 of 15 results for brand-to-brand communication categorization

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Select article: Impact of Pandemic Communication on Brand-specific Outcomes: Testing the Moderating Role of Brand Attitude and Product Category

Open access

Research article

First published 2023-11

Impact of Pandemic Communication on Brand-specific Outcomes: Testing the Moderating Role of Brand Attitude and Product Category

Sonika Nagpal, Garima Gupta

Journal of Creative Communications

Select article: Brand-to-Brand Engagement on Social Media: Typology and Implications

Open access

Research article

First published 2025-11

Brand-to-Brand Engagement on Social Media: Typology and Implications

Denitsa Dineva, Zoe Lee, Federico Mangiò

Journal of Interactive Marketing

Select article: Can Brands Move in from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes

Retricted access

Research article

First published 2013-3

Can Brands Move in from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes

Woo Jin Choi, Karen Page Winterich

Journal of Marketing

Select article: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

Retricted access

Research article

First published 2023-11

A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner [...]

Journal of Marketing

Select article: Nudge Design Strategies for Experiential Marketing and Retail Space Branding

Retricted access

Research article

First published 2023-8

Nudge Design Strategies for Experiential Marketing and Retail Space Branding

Jeongmin Lee, Wujin Chu

Journal of Interior Design

Select article: An Empirical Investigation on the Impact of Marketing Communication Expenditure on Firms’ Profitability: Evidence from India

Retricted access

Research article

First published 2015-8

An Empirical Investigation on the Impact of Marketing Communication Expenditure on Firms’ Profitability: Evidence from India

Neelotpaul Banerjee, Somroop Siddhanta

Global Business Review

Select article: Building a Personal Brand as a CEO: A Case Study of Vivy Yusof,the Cofounder of FashionValet and the dUCk Group

Open access

Research article

First published 2021-7

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof,the Cofounder of FashionValet and the dUCk Group

Nor Hasliza Md Saad, Zulnaidi Yaacob

Sage Open

Select article: From Stigmatization to Neo-Buddhist Identity: Reflections on the Changing Identities of the Scheduled Castes of India

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Research article

First published 2026-1

From Stigmatization to Neo-Buddhist Identity: Reflections on the Changing Identities of the Scheduled Castes of India

Rup Kumar Barman

Contemporary Voice of Dalit

Select article: Boosting Health Campaign Reach and Engagement Through Use of Social Media Influencers and Memes

Open access

Research article

First published 2020-4

Boosting Health Campaign Reach and Engagement Through Use of Social Media Influencers and Memes

Ganna Kostygina, Hy Tran, Steven Binns [...]

Social Media + Society

Select article: The Effect of Gender-Neutral Marketing on Consumer Attribute Preference

Retricted access

Research article

First published 2025-12

The Effect of Gender-Neutral Marketing on Consumer Attribute Preference

Yunlu Yin, Ruoou Li, Yi Su

Journal of Marketing Research

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