Brand strength, defined as an evaluative or behavioural response to a brand, is at the heart of

FsQCA (fuzzy set qualitative comparative analysis) emphasizes the value of configurational logic to learn about factors that jointly support or prevent

Change your perspective: Marketing should not focus on customers only Marketing has traditionally had a rather restrictive focus on customers. In the lead article of the July issue of Journal of

Koll und von Wallpach focus on a specific facet of brand associations, brand association match (i.e., the degree of overlap between managerially intended and actual consumer brand associations)

Consumers experience brands via products, places, people, or brand-related activities and with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others.

Deleersnyder and Koll study the consequences of listing national brands in discounters. Including manufacturer brands into a discount assortment will benefit both the manufacturers and the

Koll and Kreuzer discuss two reasons for low brand association stability: (1) method (comparing feature lists and free associations) and (2) context. The nature of feature lists neglect the core idea

What comes to your mind when you think of Marketing Intelligence? Many organizations and entrepreneurs report frustration, stress or even a waste of their time. That’s the reason why we

The Volkswagen affair has had its fair share of media exposure. Our study investigates how current VW drivers perceive the car brand they own and