Radboud Universiteit Nijmegen &bullet; Master Marketing

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The lectures have been described mega extensively up to the examples. “almost” literally transcribed. It is also indicated which items are important for the exam and which parts you need to know. *Up to lecture 7. Through these lectures I got a 8.0.

Class notes
• 5 pages's •
by sule-deniz •
uploaded 28-01-2022

Summary Eliëns (2018): Rational versus intuitive gatekeeping: escalation of commitment in the front end of NPD

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Radboud Universiteit Nijmegen • Master Marketing • Marketing & Innovation

The document contains a summary of the article of Eliëns (2018), Rational versus intuitive gatekeeping: escalation of commitment in the front end of NPD. The full article has been summarized. The summary has been writen in such a way that is easy to read and contains all the main findings of the article.

Summary
• 3 pages's •
by KasRongen •
uploaded 13-01-2022

Summary of the articles of Lei et al 2008 and Aaker et al 2000

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Radboud Universiteit Nijmegen • Master Marketing • Marketing & Innovation

The summary contains two summaries of the articles of Lei et al 2000: Negative spillover in brand portfolios: exploring the antecedents of asymmetric effects, and Aaker et al 2008: The brand relationship spectrum, the key to the brand architecture challenge.

Summary
• 4 pages's •
by KasRongen •
uploaded 31-12-2021

Summary clips and exam preparation MMSM

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Radboud Universiteit Nijmegen • Master Marketing • International Brand Management

Summary of all clips that were presented in the course on the four topics. The clips are written down more clearly to help you understand the subject better and prepare yourself for the assignments and the exam. Next to the information several exam questions are made to help with the preparation of the exam and to test your knowledge.

Summary
• 12 pages's •
by KasRongen •
uploaded 28-12-2021

Summary Pogacar et al. (2021) Is Nestle a Lady? The Feminine Brand Name Advantage

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Radboud Universiteit Nijmegen • Master Marketing • Methodology For Marketing And Strategy Research

Comprehensive summary of the article. Brand new article so it does not appear in other summaries.

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Summary
• 6 pages's •
by joostlanghout •
uploaded 20-12-2021

Summary of Steenkamp et al. (2010): A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products

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Comprehensive summary of the article. Missing in almost all summaries

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Summary
• 7 pages's •
by joostlanghout •
uploaded 20-12-2021

Summary Kara (2018): We share; we connect: how shared brand consumption influences relational brand connections

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Comprehensive summary of the article. Missing in almost all summaries

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Summary
• 5 pages's •
by joostlanghout •
uploaded 20-12-2021

Summary Malär et al. (2011) Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

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Article Summary. Covers all the important information.

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Summary
• 5 pages's •
by joostlanghout •
uploaded 20-12-2021

Nenonen et al. (2019): Capabilities for market-shaping: triggering and facilitating increased value creation.

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Missing in many summaries. Has been described in detail so you don't miss out on the core of the article. Of course, you can reduce this yourself, but you will not lose the essential parts of the article (such as the way the sample is composed).

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Summary
• 6 pages's •
by joostlanghout •
uploaded 20-12-2021

Article of Eliens et al. (2018): Rational versus intuitive gatekeeping: escalation of commitment in the front end of NPD,

i x

Article is missing in many summaries. Described extensively, You don't miss any of the key points of the article

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Summary
• 6 pages's •
by joostlanghout •
uploaded 20-12-2021