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Defensive marketing: how a strong incumbent can protect its position.
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Defensive marketing: how a strong incumbent can protect its position. (2005)Defensive marketing: how a strong incumbe…Broad vs narrow brand positioning: effects on competitive brand performance (2022)Broad vs narrow brand positio…Consumer Evaluations of Brand Extensions (1990)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Developing and validating a multidimensional consumer-based brand equity scale (2001)A typology of brand knowledge associations projected in brand-generated signals (2024)
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  • 2022Broad vs narrow brand positioning: effects on competitive brand performance20 cited

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