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26 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/02634509610152682. When citing the article, please cite: John Saunders, Fu Guoqun, (1996), “Dual branding: how corporate names add value”, Marketing Intelligence & Planning, Vol. 14 Iss: 7, pp. 29 - 34.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991Managing Brand Equity 1990Consumer Evaluations of Brand Extensions 1978Research for Marketing Decisions 1994Commercial use of conjoint analysis in Europe: Results and critical reflections 1993Brand equity: Snark or boojum?1994Managing Brand Portfolios: How the Leaders Do It 2008Quantitative methods in marketing

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2008Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland 2012Rebranding mergers: How attitudes influence consumer choices?2016Brand architecture shift and corporate brand equity: an exploratory study 2016Management von Markenallianzen 2015Celebrity endorsements and branding strategies: event study from India

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