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Journal Articles

When does customization improve brand attitude?

Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel

Journal of Product & Brand Management (2023) 32 (8): 1233–1247.

https://doi.org/10.1108/JPBM-06-2022-4043

Published: 07 November 2023

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Journal Articles

Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?

Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel

Journal of Product & Brand Management (2018) 27 (3): 308–319.

https://doi.org/10.1108/JPBM-02-2017-1412

Published: 14 May 2018

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Journal Articles

Strategic brand alliances: implications of ingredient branding for national and private label brands

Rajiv Vaidyanathan, Praveen Aggarwal

Journal of Product & Brand Management (2000) 9 (4): 214–228.

https://doi.org/10.1108/10610420010344013

Published: 01 July 2000

View article titled, Strategic brand alliances: implications of ingredient branding for national and private label brands

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Journal Articles

Deal evaluation and purchase intention: the impact of aspirational and market‐based internal reference prices

Rajiv Vaidyanathan, Praveen Aggarwal, Donald E. Stem, Jr, Darrel D. Muehling, U.N. Umesh

Journal of Product & Brand Management (2000) 9 (3): 179–192.

https://doi.org/10.1108/10610420010332449

Published: 01 June 2000

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