The uninvited brand-Reference-Cited by-同舟云学术

The uninvited brand

Published:2011-05 Issue:3 Volume:54 Page:193-207
ISSN:0007-6813
Container-title:Business Horizons
language:en
Short-container-title:Business Horizons

Author:

Fournier Susan,Avery Jill

Publisher

Elsevier BV

Subject

Marketing,Business and International Management

Reference64 articles.

1. Resisting temptations to change a brand position/execution: The power of consistency over time;Aaker;Journal of Brand Management,1996

2. Avery, J. (2007). Saving face by making meaning: The negative effects of consumers’ self-serving response to brand extension (Doctoral Dissertation). Cambridge, MA: Harvard Business School.

3. Bauerlein, V. (2010, September 14). Gatorade's mission: Sell more drinks. The Wall Street Journal, p. B6.

4. Baute, N. (2010, July 17). How the Old Spice campaign changed social media. Retrieved from www.thestar.com

5. Belkin, L. (2008, November 17). Moms and Motrin. The New York Times Magazine Online. Retrieved from http://parenting.blogs.nytimes.com/2008/11/17/moms-and-motrin/?scp=1&sq=motrin&st=cse

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