Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships Markus Giesler 0 Views Read More
Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands Markus Giesler 0 Views Read More
The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products Markus Giesler 0 Views Read More
Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace Markus Giesler 0 Views Read More
Online Advertising Suppresses Visual Competition during Planned Purchases Markus Giesler 0 Views Read More
Wordify: A Tool for Discovering and Differentiating Consumer Vocabularies Markus Giesler 0 Views Read More
