KOREASCHOLAR

COMBATING BRAND SPILLOVER: PLATFORM STRATEGIES

Feng Li, Yijia Wu, Neo Wong

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.359

EXAMINING BRAND CRISIS IN THE LUXURY INDUSTRY: CRISIS SPILLOVER AND POST-CRISIS COMMUNICATION SPILLOVER ON RIVAL BRANDS

Sohyoun Shin, Sungho Lee, Hyunjung Kim, Haejoon Shin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.295-296

HOW CONSUMER FEEL TO THE DISTINCTIVE CATEGOEIES OF THE LUXURY BRAND’S CO-BRANDING AND THEIR SPILLOVER EFFECTS

Jie Sun, Tsun Wai (Wesley) Yuan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.188

CORPORATE BRANDING AND SPILLOVER EFFECTS: THE ROLE OF PRODUCT BRANDS IN BRAND EQUITY LEVERAGE AND DILUTION

Alexander Witmaier

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.1251-1252

BRAND STRUCTURES MATTER EXTENSION SPILLOVER EFFECTS

Joseph W. Chang

Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) p.1174

HOW EMERGING MARKET INVESTORS VALUE COMPETITORS’ BRAND EQUITY: A STUDY ON THE SPILLOVER OF BRAND CRISIS IN CHINA’S FINANCIAL MARKET

Peng Zou, Guofeng Li

Global Marketing Conference 2014 Global Marketing Conference at Singapore (2014.07) pp.1024-1028