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Brand Management Courses

An Empirical Examination of the “Rule of Three”: Strategy Implications for Top Management, Marketers, and Investors
Can Z. Uslay, Ayca Altintig, Robert D. Winsor (2010)

Customer Satisfaction and its Impact on the Future Costs of Selling
Lim Leon Gim. Kapil R. Tuli, Rajdeep Grewal (2019)

Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns
Yvonne van Everdingen, Vijay Ganesh Hariharan, Stefan Stremersch (2019)

Gift Purchases as Catalysts for Strengthening Customer–Brand Relationships
Andreas Eggert, Lena Steinhoff, Carina Witte (2019)

Group Marketing: Theory, Mechanisms, and Dynamics
Colleen M. Harmeling, Robert W. Palmatier, Eric (Er) Fang, Dianwen Wang​ (2017)

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?
Hannes Datta, Kusum Ailawadi, Harald J. van Heerde (2017)

Improvised Marketing Interventions in Social Media
Abhishek Borah, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain (2020)

Marketing in the Sharing Economy
Giana M. Eckhardt, Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch, Georgios Zervas (2019)

Negative Reviews, Positive Impact: Consumer Empathetic Responding to Unfair Word-of-Mouth
Thomas Allard, Lea Dunn, Katherine White (2020)

New Product Design: Concept, Measurement, and Consequences
Christian Homburg, Martin Schwemmle, Christina Kuehnl (2015)

Successfully Communicating a Cocreated Innovation
Helen Si Wang, Charles H. Noble, Darren W. Dahl, Sungho Park (2019)

The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand?
Vardit Landsman, Stefan Stremersch (2020)

The Informational Value of Social Tagging Networks
Hyoryung Nam, P.K. Kannan (2014)

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance
Marc Mazodier, Conor M. Henderson, Joshua T. Beck (2018)

The Temporary Marketing Organization
Allègre L. Hadida, Jan B. Heide, Simon J. Bell (2019)

Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers
Chadwick J. Miller, Michael A. Wiles, Sungho Park (2019)

Uniting the Tribes: Using Text for Marketing Insight
Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer, David A. Schweidel (2020)

What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions
Sarang Sunder, Kihyun Hannah Kim, Eric A. Yorkston (2019)

When Does Corporate Social Irresponsibility Become News? Evidence from More Than 1,000 Brand Transgressions Across Five Countries
Samuel Stäbler, Marc Fischer (2020)

Who Receives Credit or Blame? The Effects of Made-to-Order Production on Responses to Unethical and Ethical Company Production Practices
Neeru Paharia (2020)

Capturing Marketing Information to Fuel Growth
Du, Rex, Oded Netzer, David A. Schweidel, Debanjan Mitra (2020)

Connecting to Place, People, and Past: How Products Make Us Feel Grounded
Eichinger, Isabel, Martin Schreier, Stijn M.J. van Osselaer (2021)

Can Encroachment Benefit Hotel Franchisees?
Kim, TI Tongil, Sandy Jap (2021)

The Economic and Social Impacts of Migration on Brand Expenditure: Evidence from Rural India
Vishal Narayan, Shreya Kankanhalli (2021)

The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective
Dionne Nickerson, Michael Lowe, Adithya Pattabhiramaiah, Alina Sorescu (2021)

The Concept of Authenticity: What it Means to Consumers
Joseph C. Nunes, Andrea Ordanini, Gaia Giambastiani (2021)

Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices
Lingrui Zhou, Katherine M. Du, and Keisha M. Cutright (2021)

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities
Dennis Herhausen, Stephan Ludwig, Dhruv Grewal, Jochen Wulf, Marcus Schoegel (2019)

Analyzing the Cultural Contradictions of Authenticity: Theoretical and Managerial Insights from the Market Logic of Conscious Capitalism
Craig J. Thompson, Ankita Kumar (2022)

A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales
Georgia Liadeli, Francesca Sotgiu, Peeter W.J. Verlegh

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