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Oksana Alksnina
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Decks in this class (12)
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
What is customer based brand equi...,
What 3 main areas are emphasized ...,
What is brand awarenes
20
cards
Du Plessis, C., D’Hooge, S., & Sweldens, S. (2024). The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes
What is the continous trinity mod...,
What are the three learning proce...,
What are the core components of c...
12
cards
Pogacar, R., Angle, J., Lowrey, T. M., Shrum, L. J., & Kardes, F. R. (2021). Is Nestlé a Lady? The Feminine Brand Name Advantage
What is pogacar r angle j lowrey ...,
What are the conclusions of pogac...,
What are the areas of future rese...
7
cards
Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional Branding and the Strategic Value of the Doppelgänger Brand Image
What is thompson c j rindfleisch ...,
What is the doppelganger brand image,
What are the conclusions of thomp...
6
cards
Tavassoli, N. T., Sorescu, A., & Chandy, R. (2014). Employee-Based Brand Equity: Why Firms with Strong Brands Pay Their Executives Less.
What is tavassoli n t sorescu a c...,
What is the conclusion of tavasso...,
What are the limitations and futu...
9
cards
Jennifer Aaker, Susan Fournier, S. Adam Brasel, When Good Brands Do Bad
What is jennifer aaker susan four...,
What is the conclusion of jennife...,
What are the limitations and futu...
10
cards
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing?
What is vredenburg j kapitan s sp...,
What are the conclusions of vrede...,
What are the limitations and futu...
11
cards
John, D. R., Loken, B., Kim, K., & Monga, A. B. (2006). Brand Concept Maps: A Methodology for Identifying Brand Association Networks
What is john d r loken b kim k mo...,
What are the conclusions of john ...,
What are the limitations and futu...
13
cards
Gensler, S., Völckner, F., Egger, M., Fischbach, K., & Schoder, D. (2015). Listen to Your Customers: Insights into Brand Image Using Online Consumer-Generated Product Reviews
What is gensler s volckner f egge...,
What are the conclusions of gensl...,
What are the limitations and futu...
12
cards
Preece, C., Kerrigan, F., & O’reilly, D. (2019). License to Assemble: Theorizing Brand Longevity.
What is preece c kerrigan f o rei...,
What is brand longevity,
What are serial brands
9
cards
Monga, A. B., & John, D. R. (2010). What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
What is monga a b john d r 2010 w...,
What are prestige brands,
What are functional brands
10
cards
Hede, A., Kerrigan, F., & Thyne, M. (2022). Re-thinking brand extension theory: Parents, siblings and off-spring or landlords and tenants?
What is hede a kerrigan f thyne m...,
What are the conclusions of hede ...,
What are the limitations and futu...
11
cards
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