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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, and Robert D. Winsor (2010)

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

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

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

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

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

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

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

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

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

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

The Temporary Marketing Organization
Allègre L. Hadida, Jan B. Heide and 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, and Sungho Park (2019)

Uniting the Tribes: Using Text for Marketing Insight
Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer and 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 and Eric A. Yorkston (2019)

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