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Journal of Strategic Marketing Volume 21, 2013 - Issue 3
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Original Articles

The viability of a second-mover's market win with higher brand equity

Seongsu Kim Fisher College of Business, The Ohio State University, Columbus, Ohio, USACorrespondence[email protected]
Pages 201-216 | Received 18 Dec 2012, Accepted 17 Jan 2013, Published online: 05 Apr 2013

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Plamen P. Peev & Piyush Kumar. (2023) Consumers’ evaluation of extensions among extensions and the backdrop effect. Journal of Strategic Marketing 31:1, pages 1-17.
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Robin E Roberts, Lorelle Frazer & Park Thaichon. (2022) A Western franchise in Shanghai, China: a late entrant’s success. Journal of Strategic Marketing 30:6, pages 606-626.
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Krishna P. Poudel, Robert Carter & Subhash Lonial. (2019) The Impact of Entrepreneurial Orientation, Technological Capability, and Consumer Attitude on Firm Performance: A Multi‐Theory Perspective. Journal of Small Business Management 57:sup2, pages 268-295.
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Sunny Bose, Sanjit Kumar Roy & Abhay Kumar Tiwari. (2016) Measuring customer-based place brand equity (CBPBE): an investment attractiveness perspective. Journal of Strategic Marketing 24:7, pages 617-634.
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