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Summary International Brand management all articles
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All articles for IBM . i recommend also studying the lecture slides
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ContentsArticle 1: Goldfarb (2001) let there be sunlight! The rise of lever brothers and sunlight soap .....................2
Article 2: Keller (1993) Conceptualizing, measuring, and managing customer-based Brand Equity. ............3
Article 3: Keller (2016) Reflections on customer-based brand equity: perspectives, progress and
priorities. .........................................................................................................................................................9
Article 4: Tavassoli et al. (2014) Employee- Based Brand equity: why firms with strong brands pay their
executives less. ..............................................................................................................................................14
Article 5: Sujan & Bettman (1989): The effects of brand positioning strategies on consumers’ Brand
and category perceptions: some insights from schema research. ...............................................................16
Article 6: Thompson et al. (2006) Emotional branding and the strategic value of the doppelganger
brand image. .................................................................................................................................................19
Article 7: Christodoulides et al. (2015) consumer-based brand equity measurement: lessons learned
from an international study ..........................................................................................................................22
Article 8: Krishnan (1996) Characteristics of memory associations: A consumer-based brand equity
perspective. ...................................................................................................................................................24
Article 9: Gensler et al. (2013) Managing brands in the social media environment ....................................26
Article 10: Hewett et al. (2016) Brand Buzz in the Echoverse ......................................................................30
Article 11: Batra, Ahuvia & Bagozzi (2012), Brand Love ...............................................................................33
Article 12: Malar et al (2011). Emotional brand attachment and brand personality: the relative
importance of the actual and the ideal self. .................................................................................................35
Article 13: Munitz & Oguin (2001) brand community ..................................................................................37
Article 14: Simonin & Ruth (1998) Is a company known by the company it keeps? Assessing the
spillover efects of brand alliances on consumer brand attitudes.................................................................38
Article 15: Do we really know how consumers evaluate brand extensions? Empirical generalizations
based on secondary analysis of eight studies. ..............................................................................................40
Article 16: Shine et al. (2007) Brand synergy effects in multiple brand extensions .....................................42
Article 17: Keller (2014): Designing and implementing brand architecture strategies ................................45
Article 18: Lei et al. (2008) Negative spillover in brand portfolios: exploring the antecents of
asymmetric effects ........................................................................................................................................49
Article 19: de Chernatory et al. (1995) international branding; demand- or supply-driven opportunity ....53
Article 20: Mogo and John (2007) Cultural differences in brand extension evaluation: the influence of
analytic vs holistic thinking ...........................................................................................................................55
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