Research Paper

Titel Autor/en
Deter­mi­na­ti­on of brand repo­si­tio­ning inten­si­ty – How to model repo­si­tio­ning inten­si­ty of brands Bur­mann, C./Recke, T./Müller, A.
Manage­ment and effec­ts of con­su­mer-brand rela­ti­ons­hips Heg­ner, S./Stichnoth, F./Burmann, C.
Iden­ti­ty Based Repo­si­tio­ning: A Con­cep­tu­al Frame­work Fed­der­sen, C./Recke, T.