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Articles (518)

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1-10 of 518 results for strategic branding

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Select article: Manufacturer and Retailer Brands: Is Strategic Coexistence the Norm?

Retricted access

Research article

First published 2015-2

Manufacturer and Retailer Brands: Is Strategic Coexistence the Norm?

Ranga Chimhundu, Lisa S. McNeill, Robert P. Hamlin

Australasian Marketing Journal

Select article: A Conceptual Exploration of the Strategic Factors Driving New Brand Entry Decisions and Their Success

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Research article

First published 2010-5

A Conceptual Exploration of the Strategic Factors Driving New Brand Entry Decisions and Their Success

Danielle A. Chmielewski

Australasian Marketing Journal

Select article: Brand Portfolio Strategy and Firm Performance

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Research article

First published 2009-1

Brand Portfolio Strategy and Firm Performance

Neil A. Morgan, Lopo L. Rego

Journal of Marketing

Select article: How much journalism is in brand journalism? How brand journalists perceive their roles and blur the boundaries between journalism and strategic communication

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Research article

First published 2023-4

How much journalism is in brand journalism? How brand journalists perceive their roles and blur the boundaries between journalism and strategic communication

Thomas Koch, Benno Viererbl, Charlotte Schulz-Knappe

Journalism

Select article: Strategic distance and hotel popularity: Moderating effects of brand positioning

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Research article

First published 2025

Strategic distance and hotel popularity: Moderating effects of brand positioning

Jun Yu, Jaehyun You, Jungwon Lee

Tourism and Hospitality Research

Select article: Semiotic protocols for cultural trend analysis in strategic communication: Brand cases from the telecommunications sector

Open access

Research article

First published 2024-9

Semiotic protocols for cultural trend analysis in strategic communication: Brand cases from the telecommunications sector

Manuel Pinto Grunfeld, Nelson Pinheiro Gomes

International Journal of Market Research

Select article: Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

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Research article

First published 2003-1

Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

Subramanian Balachander, Sanjoy Ghose

Journal of Marketing

Select article: Ingredient Branding: A Differentiation Strategy for the Commoditized World

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Research article

First published 2020-12

Ingredient Branding: A Differentiation Strategy for the Commoditized World

Tapish Panwar, Kalim Khan

Paradigm: A Management Research Journal

Select article: Brand Strategy Co-Creation in a Nonprofit Context: A Strategy-as-Practice Approach

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Research article

First published 2018-10

Brand Strategy Co-Creation in a Nonprofit Context: A Strategy-as-Practice Approach

Christine Vallaster, Sylvia von Wallpach

Nonprofit and Voluntary Sector Quarterly

Select article: Brand Extension Strategy Planning: Empirical Estimation of Brand–Category Personality Fit and Atypicality

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Research article

First published 2010-4

Brand Extension Strategy Planning: Empirical Estimation of Brand–Category Personality Fit and Atypicality

Rajeev Batra, Peter Lenk, Michel Wedel

Journal of Marketing Research

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