| Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets M Mingione, L Leoni Journal of Marketing Management 36 (1-2), 72-99, 2020 | 81 | 2020 |
| Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands M Mingione, R Abratt Journal of Marketing Management 36 (11-12), 981-1008, 2020 | 68 | 2020 |
| 'If I give you my emotion, what do I get?'Conceptualizing and measuring the co-created emotional value of the brand M Mingione, M Cristofaro, D Mondi Journal of Business Research 109, 310-320, 2020 | 68 | 2020 |
| Corporate identity, strategy and change R Abratt, M Mingione Journal of Brand Management 24 (2), 129-139, 2017 | 58 | 2017 |
| Inquiry into corporate brand alignment: a dialectical analysis and directions for future research M Mingione Journal of Product & Brand Management 24 (5), 518-536, 2015 | 44 | 2015 |
| Towards a new understanding of brand authenticity: seeing through the lens of Millennials S Pattuglia, M Mingione Sinergie Italian Journal of Management 35 (May-Aug), 35-55, 2017 | 34 | 2017 |
| How to build a conscientious corporate brand together with business partners: A case study of Unilever O Iglesias, M Mingione, N Ind, S Markovic Industrial Marketing Management 109, 1-13, 2023 | 20 | 2023 |
| The influence of sport sponsorship on brand equity in South Africa PM Maanda, R Abratt, M Mingione Journal of Promotion Management 26 (6), 812-835, 2020 | 19 | 2020 |
| Ad scepticism and retouch-free disclaimers: Are they worth it? M Petrescu, M Mingione, J Gironda, H Brotspies Journal of Marketing Communications 25 (7), 738-762, 2019 | 18 | 2019 |
| Achieving alignment for corporate brand success: The consumer quest for authenticity and heritage S Pattuglia, M Mingione, S Cherubini Proceedings International Marketing Trends Conference, 2-18, 2015 | 16 | 2015 |
| Brand power relationships: a co-evolutionary conceptual framework M Mingione, M Kashif, M Petrescu Journal of Relationship Marketing 19 (1), 1-28, 2020 | 14 | 2020 |
| The effect of vertical brand extensions on consumer-brand relationships in South Africa M Mingione, R Abratt, O Muroyiwa South African Journal of Business Management 48 (1), 1-10, 2017 | 13 | 2017 |
| Islamic religiosity and ethical intentions of Islamic Bank managers: rethinking theory of planned behaviour S Samad, M Kashif, S Wijeneyake, M Mingione Journal of Islamic Marketing 13 (11), 2421-2436, 2022 | 12 | 2022 |
| Corporate Social Responsibility and Sustainability (CSRS) initiatives among European and Asian Business Schools: A web-based content analysis MA Rehman, M Kashif, M Mingione Global Business Review 20 (5), 1231-1247, 2019 | 11 | 2019 |
| Challenges of corporate brand building and management in a state owned enterprise JA Cullinan, R Abratt, M Mingione Journal of Product & Brand Management 30 (2), 293-305, 2021 | 6 | 2021 |
| Uncovering the sources of brand authenticity in the digital era: evidence from an Italian winery M Mingione, M Bendixen, R Abratt Sinergie Italian Journal of Management 38 (1), 181-205, 2020 | 5 | 2020 |
| Impact of internal branding on student engagement: Insights from a South African University OR Maunze, R Abratt, M Mingione Services Marketing Quarterly 41 (2), 124-144, 2020 | 5 | 2020 |
| Sources of wine brand authenticity in the digital era M Mingione, M Bendixen, R Abratt Proceedings of the Sinergie-SIMA 2019 Conference on Management and …, 2019 | 5 | 2019 |
| Producer’s views on digital era brand authenticity in a traditional winery M Bendixen, M Mingione, M Petrescu, R Abratt Proceedings of the 13th Global Brand Conference, New Castle, UK, 2-4, 2018 | 5 | 2018 |
| Brand value co-creation: field emergence, applications, measurement and future research directions M Mingione, S Kristal A Research Agenda for Brand Management in a New Era of Consumerism, 89-106, 2023 | 2 | 2023 |
Russell AbrattProfessor of Marketing, George Mason UniversityVerified email at gmu.edu
