Brand orientation: Past, present, and future

被引：47

作者：

Baumgarth, Carsten ^{[1
]}

Merrilees, Bill ^{[2
]}

Urde, Mats ^{[3
]}

机构：

[1] Berlin Sch Econ & Law, Berlin, Germany

[2] Griffith Business Sch, Dept Mkt, Nathan, Qld, Australia

[3] Lund Univ, Sch Econ & Management, Dept Business Adm, Lund, Sweden

来源：

JOURNAL OF MARKETING MANAGEMENT | 2013年 / 29卷 / 9-10期

关键词：

D O I：

10.1080/0267257X.2013.817768

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：973 / 980

页数：8

共 39 条

[1]

Ahmad N., 2013, INT REV MANAGEMENT B, V2, P128

[2]

Baumgarth C., 2011, MARKETING REV ST GAL, V28, P8, DOI DOI 10.1007/S11621-011-0014-4

[3]

Baumgarth C., 2009, INT J ARTS MANAG, V11, P30

[4]

Baumgarth C., 2011, P COMM SOC RESP CSR

[5]

BAUMGARTH C, 2007, MEDIENWIRTSCHAFT, V4, P6

[6] How strong is the business-to-business brand in the workforce? An empirically-tested model of 'internal brand equity' in a business-to-business setting [J].

Baumgarth, Carsten ;

Schmidt, Marco .

INDUSTRIAL MARKETING MANAGEMENT, 2010, 39 (08) :1250-1260

[7] "Living the brand": brand orientation in the business-to-business sector [J].

Baumgarth, Carsten .

EUROPEAN JOURNAL OF MARKETING, 2010, 44 (05) :653-671

[8]

Beverland M., 2009, BUILDING BRAND AUTHE

[9] Crafting brand authenticity: The case of luxury wines [J].

Beverland, MB .

JOURNAL OF MANAGEMENT STUDIES, 2005, 42 (05) :1003-1029

[10] Drivers, impediments and manifestations of brand orientation An international museum study [J].

Evans, Jody ;

Bridson, Kerrie ;

Rentschler, Ruth .

EUROPEAN JOURNAL OF MARKETING, 2012, 46 (11-12) :1457-1475

← 1 2 3 4 →