Géraldine Michel

Nonprofit brand image and typicality influences on charitable giving

Géraldine Michel, Sophie Rieunier · Journal of Business Research · 2011 · 184 citations

Philanthropy, Brand Equity, Management +6

Brand Personification through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising

Nathalie Fleck, Géraldine Michel, Valérie Zeitoun · Psychology and Marketing · 2013 · 93 citations

Consumer Research, Brand Strategy, Communication +21

How special rewards in loyalty programs enrich consumer–brand relationships: The role of self‐expansion

Tiphaine Gorlier, Géraldine Michel · Psychology and Marketing · 2020 · 61 citations · Full text

Customer Satisfaction, Consumer Motivation, Special Rewards +24

Retail brand equity: a model based on its dimensions and effects

Irene Gil Saura, María Eugenia Ruíz Molina, Géraldine Michel et al. · The International Review of Retail Distribution and Consumer Research · 2013 · 59 citations

Customer Satisfaction, Consumer Research, Brand Strategy +16

Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations

Géraldine Michel, Naveen Donthu · Journal of Business Research · 2014 · 54 citations

Marketing, Consumer Study, Management +10