Establishing effective repositioning communications in a competitive marketplace

von Jewell, Robert D.
Veröffentlicht in Journal of marketing communications (2007)

The influence of past behavior on behavioral intent : an information-processing explanation

von Kidwell, Blair
Veröffentlicht in Psychology & marketing (2008)

Associative and dissociative comparative advertising strategies in broadening brand positioning

von Jewell, Robert D.
Veröffentlicht in Journal of business research (2014)

How category advertising norms and consumer counter-conformity influence comparative advertising effectiveness

von Barone, Michael J.
Veröffentlicht in Journal of consumer psychology (2012)

The innovator's license : a latitude to deviate from category norms

von Barone, Michael J.
Veröffentlicht in Journal of marketing (2013)

The myth/fact message frame and persuasion in advertising : enhancing attitudes toward the mentally ill

von Yeh, Marie A.
Veröffentlicht in Journal of advertising (2015)

How brand innovativeness creates advertising flexibility

von Barone, Michael J.
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2014)

Unlocking competitiveness through scent names : a data-driven approach

von Meng, Hua
Veröffentlicht in Business horizons (-2018)

The more they know : using transparent online communication to combat fake online reviews

von Wang, Yiru
Veröffentlicht in Business horizons (2023)

Strategic change and innovation reputation : opening up the innovation process

von Morgan, Todd
Veröffentlicht in Journal of business research (2021)

Enhancing valuation: the impact of self-congruence with a brand on the endowment effect

von Thomas, Veronica L.
Veröffentlicht in Journal of behavioral and experimental economics (2015)

Prototypicality advantages for pioneers over me-too brands: the role of evolving product designs

von Carson, Stephen J.
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2007)

The strategic use of contextual and competitive interference to influence brand-attribute associations

von Saenger, Christina
Veröffentlicht in Journal of advertising (-2017)

Hidden consumption behaviour : an alternative response to social group influence

von Thomas, Veronica L.
Veröffentlicht in European journal of marketing (2015)

The tangled web we weave : deceptive consumption behaviors as a means to cope with identity threat

von Thomas, Veronica L.
Veröffentlicht in Marketing theory (2016)

The stigma of mental illness : using segmentation for social change

von Yeh, Marie A.
Veröffentlicht in Journal of public policy & marketing (2017)

Stereotype processing's effect on the impact of the myth/fact message format and the role of personal relevance

von Yeh, Marie A.
Veröffentlicht in Psychology & marketing (2013)