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Research article

First published 2024-4

The “Achilles Heel” of Established Brands: The Effect of Brand Age on Consumers’ Brand Choice

Yaeeun Kim, Joydeep Srivastava

Journal of Marketing Research

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Research article

First published 2023

Internal Branding: Connecting Links to Establish Employees’ Brand Behaviour in Hospitality Sector

Chanda Gulati, Garima Mathur, Yogesh Upadhyay

FIIB Business Review

Open access

Research article

First published 2024-5

How Micro-Influencers’ Personality Influences the Personality of Novice and Established Brands

Sebastian Zwicker, Liudmila Tarabashkina, Michael Proksch [...]

Australasian Marketing Journal

Open access

Research article

First published 2024-10

Establish Trust With Electronic Word-of-Mouth to Improve Brand Equity

Minh Thi Hong Le, Vy Nguyen Thi Thao, An Le Huynh Huu [...]

Sage Open

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Research article

First published 1974-11

Estimating Consumer Preferences for a New Durable Brand in an Established Product Class

Adrian B. Ryans

Journal of Marketing Research

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Research article

First published 2016-3

Bowling for Dollars: Establishing Perceived Need and Brand Equity in a Participatory Sport

Todd C. Koesters, Khalid Ballouli, Matthew J. Bernthal [...]

Sport Marketing Quarterly

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Research article

First published 2009-4

Can McDonald's Food Ever be Considered Healthful? Metacognitive Experiences Affect the Perceived Understanding of a Brand

Kyoungmi Lee, Sharon Shavitt

Journal of Marketing Research

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Research article

First published 2014-11

Brand Revitalization

Chekitan S. Dev, Kevin Lane Keller

Cornell Hospitality Quarterly

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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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Research article

First published 2023-8

Brand Novelty and Publicity About Athlete Endorsers Affect Psychological Processing of Ads

Glenna Read, Kenon Brown

Communication & Sport

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