Laurent Muzellec
Laurent Muzellec
Trinity Business School
Verified email at - Homepage
Cited by
Cited by
Corporate rebranding: destroying, transferring or creating brand equity?
L Muzellec, M Lambkin
European Journal of Marketing 40 (7/8), 803-824, 2006
Two-sided Internet Platforms: A Business Model Lifecycle Perspective
L Muzellec, S Ronteau, M Lambkin
Industrial Marketing Management 45, 139–150, 2015
Corporate makeovers: Can a hyena be rebranded?
H Stuart, L Muzellec
Journal of Brand Management 11, 472-483, 2004
Corporate rebranding-an exploratory review
L Muzellec, M Doogan, M Lambkin
Irish Marketing Review 16, 31-40, 2003
eWOM credibility on social networking sites: A framework
G Moran, L Muzellec
Journal of Marketing Communications 23 (2), 149-161, 2017
Consumer Moments of Truth in the Digital Context: How" Search" and" E-Word of Mouth" Can Fuel Consumer Decision-Making
G Moran, L Muzellec, E Nolan
Journal of Advertising Research 54 (2), 200-204., 2014
Corporate branding and brand architecture: a conceptual framework
L Muzellec, MC Lambkin
Marketing Theory 9 (1), 39-54, 2009
Message content features and social media engagement: evidence from the media industry
G Moran, L Muzellec, D Johnson
Journal of Product & Brand Management 29 (5), 533-545, 2020
What is in a name change? Re-joycing corporate names to create corporate brands
L Muzellec
Corporate Reputation Review 8 (4), 305, 2005
Rebranding in the banking industry following mergers and acquisitions
M Lambkin, L Muzellec
International Journal of Bank Marketing 26 (5), 328-352, 2008
Corporate rebranding and the implications for brand architecture management: the case of Guinness (Diageo) Ireland
L Muzellec, M Lambkin
Journal of Strategic Marketing 16 (4), 283-299, 2008
Leveraging brand equity in business-to-business mergers and acquisitions
MC Lambkin, L Muzellec
Industrial Marketing Management 39 (8), 1234-1239, 2010
Branding In Fictional and Virtual Environments: Introducing a New Conceptual Domain and Research Agenda
L Muzellec, T Lynn, M Lambkin
European Journal of Marketing 46 (6), 811-826, 2012
The marketing organization’s journey to become data-driven
DS Johnson, L Muzellec, D Sihi, D Zahay
Journal of Research in Interactive Marketing 13 (2), 162-178, 2019
Fancy a coffee with Friends in ‘Central Perk’? Reverse product placement, fictional brands and purchase intention
L Muzellec, C Kanitz, T Lynn
International Journal of advertising 32 (3), 399-417, 2013
Sharing economy: seeing through the fog
D Trabucchi, L Muzellec, S Ronteau
Internet Research 29 (5), 996-1013, 2019
Does Diageo make your Guinness taste better?
L Muzellec, M Lambkin
Journal of Product & Brand Management 16 (5), 321-333, 2007
When children express their preferences regarding sales channels: online or offline or online and offline?
J Boulay, B de Faultrier, F Feenstra, L Muzellec
International Journal of Retail & Distribution Management 42 (11/12), 1018-1031, 2014
Social network sites: early adopters’ personality and influence
T Lynn, L Muzellec, B Caemmerer, D Turley
Journal of Product & Brand Management 26 (1), 42-51, 2017
Mobile technology and its impact on the consumer decision-making journey: how brands can capture the mobile-driven “Ubiquitous” moment of truth
L Muzellec, E O'Raghallaigh
Journal of Advertising Research 58 (1), 12-15, 2018
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