Carsten Baumgarth

Brand orientation and market orientation — From alternatives to synergy

Mats Urde, Carsten Baumgarth, Bill Merrilees · Journal of Business Research · 2011 · 325 citations

Marketing, Brand Orientation, Management +6

How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting

Carsten Baumgarth, Marco Schmidt · Industrial Marketing Management · 2010 · 278 citations

Marketing, Management, Brand Strategy +10

Replication research's disturbing trend

Heiner Evanschitzky, Carsten Baumgarth, Raymond Hubbard et al. · Journal of Business Research · 2007 · 268 citations

Replication Research, Data Publishing, Information Management +2

“Living the brand”: brand orientation in the business‐to‐business sector

Carsten Baumgarth · European Journal of Marketing · 2010 · 257 citations

Marketing, Brand Equity, Corporate Brand Orientation +14

Evaluations of co‐brands and spill‐over effects: further empirical results

Carsten Baumgarth · Journal of Marketing Communications · 2004 · 86 citations

Marketing, Media Marketing, Spill‐over Effects +13