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References

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2008Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland39 cited
2012Rebranding mergers: How attitudes influence consumer choices?25 cited
2016Brand architecture shift and corporate brand equity: an exploratory study13 cited
2016Management von Markenallianzen12 cited
2015Celebrity endorsements and branding strategies: event study from India11 cited
2013Effects of Intrinsic and Extrinsic Product Cues on Consumers' Purchase Intention: A Study of Alcoholic Beverage Consumers in a Developing Country Metropolitan City10 cited
2017The role of brand utilities: application to buying intention of fair trade products

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9 cited