1
Publications
189
Citations
1
H-Index
2009
Active since
Affiliations
Johannes Gutenberg University Mainz(Current)
Isabel Matthes is an author at Johannes Gutenberg University Mainz specializing in brand strategy, brand management, and brand equity.
Top concepts
BusinessMarketingManagementBrand EquityBrand StrategyBrand AwarenessBrand ManagementBrand DevelopmentConsumer BehaviorConsumer Research
Publications per year
2009–2009
1
1
Brand misconduct: Consequences on consumer–brand relationships
Frank Hüber, Kai Vollhardt, Isabel Matthes et al. · Journal of Business Research · 2009 · 189 citations
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