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An Examination of Selected Marketing Mix Elements and Brand Relationship Quality in Transition Economies: Evidence From Vietnam
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An Examination of Selected Marketing Mix Elements and Brand Relationship Quality in Transition Economies: Evidence From Vietnam (2011)An Examination of Selected Marketing Mix …Brand relationships through brand reputation and brand tribalism (2008)Brand relationships through b…Direct and indirect effects of self-image congruence on brand loyalty (2006)Direct and indirect effects o…When Good Brands Do Bad (2004)When Good Brands Do BadStrategic Planning for Public Relations (2004)Strategic Planning for Public…Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration (2001)Investments in Consumer Relat…Advertising Attitudes and Advertising Effectiveness (2000)Advertising Attitudes and Adv…Why do customers switch? The dynamics of satisfaction versus loyalty (1998)Why do customers switch? The …Consumers and Their Brands: Developing Relationship Theory in Consumer Research (1998)Consumers and Their Brands: D…From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing (1994)From Marketing Mix to Relatio…From Marketing Mix to Relationship Marketing (1994)From Marketing Mix to Relatio…The use of lisrel in validating marketing constructs (1991)The use of lisrel in validati…Managing Brand Equity (1991)Managing Brand EquityZero defections: quality comes to services. (1990)Zero defections: quality come…An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)An Empirical Examination of t…An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)An Empirical Examination of t…A comparison of some methodologies for the factor analysis of non‐normal Likert variables (1985)A comparison of some methodol…Understanding Attitudes and Predicting Social Behavior (1980)SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality (1988)Structural equation modeling in practice: A review and recommended two-step approach. 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References

  • 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research7,540 cited
  • 1990Zero defections: quality comes to services.5,373 cited
  • 1991Managing Brand Equity3,818 cited
  • 1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing2,349 cited
  • 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context2,191 cited
  • 2001Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration2,080 cited
  • 1991The use of lisrel in validating marketing constructs1,864 cited
  • 1985A comparison of some methodologies for the factor analysis of non‐normal Likert variables1,775 cited
  • 2004When Good Brands Do Bad1,552 cited
  • 1994From Marketing Mix to Relationship Marketing1,410 cited
  • 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context1,310 cited
  • 2006Direct and indirect effects of self-image congruence on brand loyalty971 cited
  • 1998Why do customers switch? The dynamics of satisfaction versus loyalty660 cited
  • 2008Brand relationships through brand reputation and brand tribalism516 cited
  • 2000

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Advertising Attitudes and Advertising Effectiveness
471 cited
  • 2004Strategic Planning for Public Relations282 cited
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