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Francisco Conejo
University of Colorado Denver
20Publications
4H-index
189Citations
Publications 20
Newest
#1Francisco Conejo (University of Colorado Denver)H-Index: 4
#2Lawrence F. Cunningham (University of Colorado Denver)H-Index: 13
Last.Clifford E. Young (University of Colorado Denver)H-Index: 17
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Studies increasingly question the robustness of luxury marketing’s most prominent scale, Vigneron and Johnson’s (J Brand Manag 11(6):484–506, 2004) Brand Luxury Index (BLI). However, these studies’ isolated and occasionally obscure nature has kept this issue outside marketing’s mainstream. Given the contextual/methodological differences between these studies, calls to evaluate the BLI further, and the importance of ascertaining this instrument’s robustness, this research is the first to systemat...
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#1Fabian Most (LMU: Ludwig Maximilian University of Munich)H-Index: 1
#2Francisco Conejo (University of Colorado Denver)H-Index: 4
Last.Lawrence F. Cunningham (University of Colorado Denver)H-Index: 13
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Purpose Literature in entrepreneurial marketing (EM) continues to grow in volume and diversity. This paper aims to examine the topical structure of EM's literature toward guiding research in the field. Design/methodology/approach A four-phase bibliometric research design is implemented, encompassing co-citation and bibliographic-coupling analyses, network analysis, factor analysis and correspondence analysis. Findings In total, 14 EM literature clusters, comprising 7 topical meta-clusters, are m...
3 CitationsSource
#1Francisco Conejo (University of Colorado Denver)H-Index: 4
#2Ben Wooliscroft (University of Otago)H-Index: 13
Brands are one of marketing’s main foci. But while the American Marketing Association’s official marketing definition continues to evolve, its brand definition has remained stagnant for nearly 80 years. This article argues that the AMA’s simplistic trademark conceptualization of brands is increasingly out of touch with marketing theory and practice. Integrating the consumer culture, marketing semiotics, and General Systems Theory literatures, we re-conceptualize brands as semiotic marketing syst...
26 CitationsSource
#1Francisco Conejo (University of Colorado Denver)H-Index: 4
#2Ben Wooliscroft (University of Otago)H-Index: 13
Gaski’s commentary of Conejo and Wooliscroft’s “radical” (2015) “Brands Defined as Semiotic Marketing Systems” is rebutted. We reaffirm the need to update the AMA’s stagnant 80-year-old brand definition while addressing six issues: 1) That we don’t repudiate the AMA definition; 2) that we don’t present just another brand definition; 3) that definitions do change; 4) that products and brands are distinct concepts; 5) that the commentary does not properly address the Semiotic Brand System; and 6) ...
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