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Research article

First published 2022-11

The Electronic Word-of-Mouth (eWOM) Implications of Mainstream Channel Distribution and Sales by Niche Brands

Jake D. Hoskins, Jameson K. Watts

Journal of Interactive Marketing

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Research article

First published 1999-07

Destination branding,niche marketing and national image projection in Central and Eastern Europe

Derek Hall

Journal of Vacation Marketing

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Note

First published 1988-11

Niching versus Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings

Barbara E. Kahn, Manohar U. Kalwani, Donald G. Morrison

Journal of Marketing Research

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Research article

First published 2019-9

Brand Coolness

Caleb Warren, Rajeev Batra, Sandra Maria Correia Loureiro [...]

Journal of Marketing

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Other

First published 2010-6

With 300 brands and operations in more than 80 countries,Procter & Gamble targets not just the niche “green” consumer but aims to sell environmentally friendly goods to the mainstream

Sustainability and Climate Change

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Research article

First published 2015-5

Microbrewing and Entrepreneurship

Mike Danson, Laura Galloway, Ignazio Cabras [...]

The International Journal of Entrepreneurship and Innovation

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Research article

First published 2017-11

Making Sense of Common Dirichlet Deviations

John Scriven, John Bound, Charles Graham

Australasian Marketing Journal

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Research article

First published 2021-3

Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

Yadvinder Parmar, Bikram Jit Singh Mann

Journal of Creative Communications

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Research article

First published 2003-07

Destination branding and the role of the stakeholders: The case of New Zealand

Nigel J. Morgan, Annette Pritchard, Rachel Piggott

Journal of Vacation Marketing

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Research article

First published 1989-11

The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research

Mita Sujan, James R. Bettman

Journal of Marketing Research

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