Concepedia

Michelle L. Roehm

ML

Statistics

Publications

20

Citations

2.2K

H-Index

18

Active since

2001

Affiliations

Wake Forest University(Current)

University of North Carolina at Greensboro

Michelle L. Roehm is an author at Wake Forest University specializing in marketing, management, and consumer research.

Top concepts

MarketingManagementConsumer ResearchBusinessBrand StrategyBrand AwarenessBrand EquityBrand ManagementBrand DevelopmentConsumer Behavior

Publications per year

2001–2019

20

Publications

20

Marketing Theory and Applications

Michael K. Brady, Michael D. Hartline, Chris Blocker et al. · 2010 · 379 citations

Management, Consumer Research, Consumer Behavior +3

When Will a Brand Scandal Spill Over, and how Should Competitors Respond?

Michelle L. Roehm, Alice M. Tybout · Journal of Marketing Research · 2006 · 365 citations

Marketing, Advertising, Brand Scandal +14

Designing Loyalty-Building Programs for Packaged Goods Brands

Michelle L. Roehm, Ellen Bolman Pullins, Harper A. Roehm · Journal of Marketing Research · 2002 · 218 citations

Loyalty Programs, Brand Equity, Favorable Brand Associations +12

Strategies to offset performance failures: The role of brand equity

Michael K. Brady, J CRONINJR, Gavin L. Fox et al. · Journal of Retailing · 2008 · 211 citations

Brand Equity, Performance Failures, Management +10

The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies

Michelle L. Roehm, Brian Sternthal · Journal of Consumer Research · 2001 · 192 citations

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