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Research article

First published 2021-11

Adaptation and Extension of a Human Charisma Scale to Measure Non-luxury Product Brand Charisma

Jane E. Workman, Seung-Hee Lee

Australasian Marketing Journal

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Research article

First published 2007-05

Political Brands and Consumer Citizens: The Rebranding of Tony Blair

Margaret Scammell

The ANNALS of the American Academy of Political and Social Science

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Case report

First published 2021-1

Parle Products: The Journey of Budget Brand Toward Premiumization

A. Shivakanth Shetty, Kerena Anand, Raghavendra A. N.

Business Perspectives and Research

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Research article

First published 2024-9

Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets

Zhe Zhang, Alex Yao, Zhiyong Yang

Journal of International Marketing

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Research article

First published 2026-2

How Does Brand-Generated Content Engage Consumers? A Study on Fashion Brands’ Instagram Data

Xiaoru Gao, S. Chan Choi, Sunghoon Kim [...]

Journal of Interactive Marketing

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Research article

First published 2005-7

Repositioning Strategies For Passenger Cars-A Segment-Wise Empirical Study Using MDS And Cluster Analytic Approach

H.S. Sandhu, Mandeep Kaur

Paradigm: A Management Research Journal

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Research article

First published 2011-9

The Evolution of Religious Branding

Mara Einstein

Social Compass

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Research article

First published 2020-3

Marketing-Mix Response Across Retail Formats: The Role of Shopping Trip Types

Pranav Jindal, Ting Zhu, Pradeep Chintagunta [...]

Journal of Marketing

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Research article

First published 2019-3

Political branding: A consumer perspective on Australian political parties

Martin Grimmer, Dennis C Grube

Party Politics

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Research article

First published 1987-8

Some consumer product marketing dilemmas

James R. Rosenfield

Journal of Interactive Marketing

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