• Brand equity and the value of marketing assets

      Brodie, RJ; Glynn, MS; Brodie, RJ; Glynn, MS (Sage Publications, 2010)
      In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the equity concept and how ...
    • Consumer brand engagement in social media: conceptualization, scale development and validation

      Hollebeek, L; Glynn, MS; Brodie, R (Elsevier, 2014)
      In the last three decades, an influential research stream has emerged which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the ‘consumer brand engagement’ (CBE) concept has been ...
    • Customer characteristics, intangible relationship value and new product success

      Glynn, MS; Baxter, R; Tashakov, V (IESEG School of Management, 2014)
      Customers can contribute to the success of new product development based on their characteristics such as their potential attractiveness as a customer and intangibles such as their willingness to adopt new products and ...
    • How do salespeople help make buyer’s resources available?

      Zhang, AL; Baxter, RA; Glynn, MS (The University of Strathclyde, 2011)
      Purpose of the paper and literature addressed There is great emphasis by researchers on the issue of co-creation of value across business-to-business buyer-seller relationships because co-creation is the source of much ...
    • How sales people unlock buyer's resources for seller outcomes

      Zhang, AL; Baxter, RA; Glynn, MS (Industrial Marketing and Purchasing Group, 2012)
      Positive outcomes in a business-to-business buyer-seller relationship occur best when resources are readily available from both partners in a trusting and communicative environment. Taking the seller’s perspective, this ...
    • Primer in B2B brand-building strategies with a reader practicum

      Glynn, MS (Elsevier, 2012)
      This primer examines the empirical evidence about business-to business (B2B) brands and its implications for brand strategy. Some of world's most valuable brands are predominantly B2B in nature, however brand marketing ...
    • The benefits of manufacturers' brands for retailers

      Glynn, MS; Brodie, RJ; Motion, J (Emerald Group Publishing Limited, 2012)
      Purpose – The purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand. Design/methodology/approach – The researchers develop a ...
    • The importance of brand-specific associations in brand extension: further empirical results

      Glynn, MS; Brodie, RJ (Emerald Group Publishing Limited, 1998)
      This paper reports a replication of Broniarczyk and Alba’s study on the influence of brand-specific associations on brand extensions. The results broadly support the original study showing brand-specific associations ...