Principles of Marketing for a Digital Age
Second Edition
Chapter 11: Maintaining Value: Branding and Brand Management
Caleb Warren, Rajeev Batra, Sandra Maria Correia Loureiro, Richard P. Bagozzi (2019). Brand Coolness, Journal of Marketing.
Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity
Jonathan Luffarelli, Mudra Mukesh, Ammara Mahmood (2019). Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity, Journal of Marketing.