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If brands are built over years, why are they managed over quarters?
4 references·16 citing·56 second hop
If brands are built over years, why are they managed over quarters? (2007)If brands are built over years, why are t…New Empirical Generalizations on the Determinants of Price Elasticity (2005)New Empirical Generalizations…The Dynamic Effect of Innovation on Market Structure (2004)The Dynamic Effect of Innovat…How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments (1995)How T.V. Advertising Works: A…Promoter: An Automated Promotion Evaluation System (1987)Promoter: An Automated Promot…How to build a conscientious corporate brand together with business partners: A case study of Unilever (2022)How to build a conscientious …Quantifying the target market for advertisers (2021)Quantifying the target market…Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management (2020)Towards a theory of conscient…The long-term erosion of repeat-purchase loyalty (2020)The long-term erosion of repe…Market orientation, brand management processes and brand performance (2020)Market orientation, brand man…The effects of tech and non-tech innovation on brand equity in China: The role of institutional environments (2019)The effects of tech and non-t…The effects of mobile promotions on customer purchase dynamics (2018)The effects of mobile promoti…Retailers' and manufacturers' price-promotion decisions: Intuitive or evidence-based? (2017)Retailers' and manufacturers'…Effect of analysts’ earnings pressure on marketing spending and stock market performance (2017)Effect of analysts’ earnings …Double Jeopardy – 50 Years On. Reviving a Forgotten Tool that Still Predicts Brand Loyalty (2017)Double Jeopardy – 50 Years On…Identifying Demand Effects in a Large Network of Product Categories (2015)Identifying Demand Effects in…Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG (2015)Brand value chain in practise…Medial frontal activity in brand-loyal consumers: A behavior and near-infrared ray study. (2010)Medial frontal activity in br…Does customer satisfaction influence the relationship between earnings and firm value? (2009)Does customer satisfaction in…Three laws of branding: Neuroscientific foundations of effective brand building (2007)Three laws of branding: Neuro…Ad Auction Design and User Experience (2007)Ad Auction Design and User Ex…Comparing Predictive Accuracy (1994)Comparing Predictive Accuracy (1995)Generalized impulse response analysis in linear multivariate models (1998)A Network Analysis of the Volatility of High Dimensional Financial Series (2016)Should companies jointly promote their complementary products when they compete in other product categories? 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Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism (2024)Building Theories from Case Study Research (1989)How Many Interviews Are Enough? (2005)Theory Building From Cases: Opportunities And Challenges (2007)Climate change risks, sustainability and luxury branding: Friend or a foe (2023)Corporate sustainable brand identity work and network embeddedness: Learnings from Better Place (2007–2013) (2023)Sustainable Assessment of the Environmental Activities of Major Cosmetics and Personal Care Companies (2023)
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References

  • 1995How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments452 cited
  • 2005New Empirical Generalizations on the Determinants of Price Elasticity439 cited
  • 2004The Dynamic Effect of Innovation on Market Structure145 cited
  • 1987Promoter: An Automated Promotion Evaluation System131 cited

Cited by

  • 2020Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management135 cited
  • 2022How to build a conscientious corporate brand together with business partners: A case study of Unilever69 cited
  • 2020Market orientation, brand management processes and brand performance59 cited
  • 2015Identifying Demand Effects in a Large Network of Product Categories55 cited
  • 2007Three laws of branding: Neuroscientific foundations of effective brand building55 cited
  • 2017Effect of analysts’ earnings pressure on marketing spending and stock market performance54 cited
  • 2018The effects of mobile promotions on customer purchase dynamics51 cited
  • 2017Retailers' and manufacturers' price-promotion decisions: Intuitive or evidence-based?47 cited
  • 2017Double Jeopardy – 50 Years On. Reviving a Forgotten Tool that Still Predicts Brand Loyalty45 cited
  • 2007Ad Auction Design and User Experience

Only edges whose both ends are imported exist here. Widen the year window, or show the whole map. Back to the work

41 cited
  • 2020The long-term erosion of repeat-purchase loyalty32 cited
  • 2021Quantifying the target market for advertisers29 cited
  • 2019The effects of tech and non-tech innovation on brand equity in China: The role of institutional environments28 cited
  • 2010Medial frontal activity in brand-loyal consumers: A behavior and near-infrared ray study.28 cited
  • 2009Does customer satisfaction influence the relationship between earnings and firm value?28 cited
  • 2015Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG26 cited