Home/Author

Bashar S. Gammoh

18 works· latest 2020· 2 institutionscluster: provisional

h-index16

i1018

Citations788

Works here18

Most cited in this library

Consumer evaluation of brand alliance signals2006 · 144 citations
Building Brands through Brand Alliances: Does a Second Ally Help?2004 · 121 citations
In good and bad times: the interpersonal nature of brand love in service relationships2012 · 99 citations
Consumer culture brand positioning strategies: an experimental investigation2011 · 70 citations
The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes2014 · 47 citations

Works

18 shown

Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance

Journal of Product & Brand Management·2020·3 authors

22citations

Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness

Journal of Product & Brand Management·2019·3 authors

16citations

Cultural Influences on Environmental Consciousness and Green Environmental Behavior

International Journal of Marketing Studies·2019·3 authors·Open access

14citations

The role of salesperson brand selling confidence in enhancing important sales management outcomes: a social identity approach

Journal of Business and Industrial Marketing·2018·4 authors

18citations

Corporate brands as brand allies

Journal of Product & Brand Management·2017·4 authors

23citations

A New Perspective of Salesperson Motivation and Salesforce Outcomes: The Mediating Role of Salesperson-Brand Identification

The Journal of Marketing Theory and Practice·2017·

Antecedents and Consequences of Salesperson Identification with the Brand and the Company

Developments in marketing science: proceedings of the Academy of Marketing Science·2014·3 authors·chapter·Open access

23citations

Antecedents and consequences of salesperson identification with the brand and company

Journal of Personal Selling and Sales Management·2014·3 authors

36citations

Building brands through brand alliances: combining warranty information with a brand ally

Journal of Product & Brand Management·2013·3 authors

18citations

How does a Brand Ally Affect Consumer Evaluations of a Focal Brand?

Psychology and Marketing·2012·3 authors

24citations

In good and bad times: the interpersonal nature of brand love in service relationships

Journal of Services Marketing·2012·2 authors·Open access

99citations

Predicting the effectiveness of celebrity endorsements using the balance theory

Journal of Customer Behaviour·2012·3 authors

31citations

Brand Alliance Research: In Search of a New Perspective and Directions forFuture Research

Journal of Marketing Development and Competitiveness·2011·2 authors

18citations

Consumer culture brand positioning strategies: an experimental investigation

Journal of Product & Brand Management·2011·3 authors

70citations

Multiple brand alliances: a portfolio diversification perspective

Journal of Product & Brand Management·2010·3 authors

28citations

Consumer evaluation of brand alliance signals

Psychology and Marketing·2006·3 authors

144citations

Building Brands through Brand Alliances: Does a Second Ally Help?

Marketing Letters·2004·2 authors

121citations