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1-10 of 10 results for consumer brand defense

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Select article: Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders

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Research article

First published 2025-8

Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders

Clemens Ammann, Andrea Giuffredi-Kähr, Bettina Nyffenegger [...]

Journal of Interactive Marketing

Select article: Book Review: Defending your Brand against Imitation: Consumer Behavior,Marketing Strategies,and Legal Issues

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Book review

First published 1997-10

Book Review: Defending your Brand against Imitation: Consumer Behavior,Marketing Strategies,and Legal Issues

George M. Zinkhan

Journal of Marketing

Select article: I use it but will Tell you that I Don't: Consumers’ Country-of-Origin Cue usage Denial

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Research article

First published 2017-6

I use it but will Tell you that I Don't: Consumers’ Country-of-Origin Cue usage Denial

Marc Herz, Adamantios Diamantopoulos

Journal of International Marketing

Select article: Exploring a Functional Approach to Attitudinal Brand Loyalty

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Research article

First published 2013-2

Exploring a Functional Approach to Attitudinal Brand Loyalty

Rebekah Russell-Bennett, Charmine E.J. Härtel, Steve Worthington

Australasian Marketing Journal

Select article: Generic versus Branded Pharmaceutical Strategic Considerations: An Irish Focus with Global Perspective

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Other

First published 2009-5

Generic versus Branded Pharmaceutical Strategic Considerations: An Irish Focus with Global Perspective

Kara Daly

Therapeutic Innovation & Regulatory Science

Select article: First-Party Success or First-Party Failure? A Case Study on Audience Perceptions of the Nintendo Brand During the Wii U’s Product Life Cycle

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Research article

First published 2020-7

First-Party Success or First-Party Failure? A Case Study on Audience Perceptions of the Nintendo Brand During the Wii U’s Product Life Cycle

Ronen Shay, Anthony Palomba

Games and Culture

Select article: For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement

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Research article

First published 2024-3

For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement

Daniel Villanova, Ted Matherly

Journal of Marketing

Select article: Pak Dairy: Brand Transfer—Amplify Your Brand

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Case report

First published 2026-3

Pak Dairy: Brand Transfer—Amplify Your Brand

Saqib Ali, Hasan Zahid, Nadeem Khalid [...]

Asian Journal of Management Cases

Select article: Heart versus Mind: The Functions of Emotional and Cognitive Loyalty

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Research article

First published 2010-2

Heart versus Mind: The Functions of Emotional and Cognitive Loyalty

Charmine E.J. Härtel, Rebekah Russell-Bennett

Australasian Marketing Journal

Select article: Beyond Colorblindness in Advertising Education: Multiculturalism and Advertising Pedagogy Since the 2020 Racial Reckoning

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Research article

First published 2023-11

Beyond Colorblindness in Advertising Education: Multiculturalism and Advertising Pedagogy Since the 2020 Racial Reckoning

Mario V. Norman, Susan McFarlane-Alvarez

Journal of Advertising Education

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