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Results: 3
How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective
Authors: Swaminathan, Vanitha Gürhan-Canli, Zeynep Kubat, Umut Hayran, Ceren
Citation: Swaminathan, Vanitha et al., How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective, Journal of consumer research JCR;Consumer research , 42(1), 2015, pp. 45-58
The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs
Authors: Kopalle, Praveen K. Sun, Yacheng Neslin, Scott A. Sun, Baohong Swaminathan, Vanitha
Citation: K. Kopalle, Praveen et al., The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs, Marketing science , 31(2), 2012, pp. 216-235
Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands
Authors: Sara Loughran Dommer, Swaminathan, Vanitha Ahluwalia, Rohini
Citation: Sara Loughran Dommer, et al., Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands, Journal of consumer research JCR;Consumer research , 40(4), 2014, pp. 657-675
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