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Retricted access

Research article

First published 1998-8

An Empirical Analysis of Umbrella Branding

Tülin Erdem

Journal of Marketing Research

Open access

Research article

First published 2020-8

Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand

Kristopher O. Keller, Inge Geyskens, Marnik G. Dekimpe

Journal of Marketing Research

Retricted access

Research article

First published 2002-11

An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding

Tülin Erdem, Baohong Sun

Journal of Marketing Research

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Research article

First published 2015-5

Detecting Free Riders in Collective Brands through a Hierarchical Choice Process

Juan L. Nicolau, Francisco J. Mas

Journal of Travel Research

Retricted access

Research article

First published 2010-11

Promoting Brands across Categories with a Social Cause: Implementing Effective Embedded Premium Programs

Ty Henderson, Neeraj Arora

Journal of Marketing

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Research article

First published 2007-6

Psychometric Properties of the Brand Personality Scale: Evidence from a Business School

Albert Caruana, Pierre Berthon, Leyland F. Pitt [...]

Psychological Reports

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Other

First published 2009-7

The Branding of Chhokra

Zillur Rahman

Vision: The Journal of Business Perspective

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Research article

First published 2023-5

Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?

Koushyar Rajavi, Tarun Kushwaha, Jan-Benedict E.M. Steenkamp

Journal of Marketing

Retricted access

Review article

First published 2017-6

What have we learned about social media by studying Facebook? A decade in review

Elizabeth Stoycheff, Juan Liu, Kunto A. Wibowo [...]

New Media & Society

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Case report

First published 2020-7

Old Monk: The Resurrection of a Heritage Brand

A. Shivakanth Shetty, Kerena Anand, Dilip Chandra

Business Perspectives and Research

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