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Brand Management Courses

Brand Management Courses

Journal of Marketing Insights in the Classroom

An Empirical Examination of the “Rule of Three”: Strategy Implications for Top Management, Marketers, and Investors
Uslay, Can, Z. Ayca Altintig, and Robert D. Winsor (2010), “An Empirical Examination of the “Rule of Three”: Strategy Implications for Top Management, Marketers, and Investors,” Journal of Marketing, 74 (2), 20-39.

Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns
van Everdingen, Yvonne, Vijay Ganesh Hariharan, and Stefan Stremersch (2019), “Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns,” Journal of Marketing, 83 (3), 126–144.

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?
Datta, Hannes, Kusum Ailawadi, and Harald J. van Heerde (2017), “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?,” Journal of Marketing, 81 (3), 1-20.

Group Marketing: Theory, Mechanisms, and Dynamics
Harmeling, Colleen M., Robert W. Palmatier, Eric (Er) Fang, and Dianwen Wang (2017) “Group Marketing: Theory, Mechanisms, and Dynamics,” Journal of Marketing, 81 (4), 1-24.​

New Product Design: Concept, Measurement, and Consequences
Homburg, Christian, Martin Schwemmle, and Christina Kuehnl (2015), “New Product Design: Concept, Measurement, and Consequences,” Journal of Marketing, 79 (3), 41-56.​

Successfully Communicating a Cocreated Innovation
Wang, Helen Si, Charles H. Noble, Darren W. Dahl, and Sungho Park (2019), “Successfully Communicating a Cocreated Innovation”, Journal of Marketing, 83 (4), 38-57.

The Informational Value of Social Tagging Networks
Nam, Hyoryung and P.K. Kannan (2014), “The Informational Value of Social Tagging Networks,” Journal of Marketing, 78 (4), 21-40.​

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance
Mazodier, M., Henderson, C. M., & Beck, J. T. (2018), “The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance,” Journal of Marketing, 82 (6), 28–48.

Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers
Miller, Chadwick J., Michael A. Wiles, and Sungho Park (2019), “Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers,” Journal of Marketing, 83 (1), 151-172.

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