Summary
Summary International Brand management all articles
- Course
- Institution
All articles for IBM . i recommend also studying the lecture slides
[Show more]
Seller
Followdjtjt
Reviews received
Content preview
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller djtjt. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.87. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
79223 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now