| Markenpolitik: Markenwirkungen-Markenführung-Markencontrolling C Baumgarth Springer-Verlag, 2008 | 673 | 2008 |
| Brand orientation and market orientation—From alternatives to synergy M Urde, C Baumgarth, B Merrilees Journal of Business research 66 (1), 13-20, 2013 | 622 | 2013 |
| How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’in a business-to-business setting C Baumgarth, M Schmidt Industrial Marketing Management 39 (8), 1250-1260, 2010 | 552 | 2010 |
| “Living the brand”: brand orientation in the business‐to‐business sector C Baumgarth European Journal of Marketing, 2010 | 514 | 2010 |
| Replication research's disturbing trend H Evanschitzky, C Baumgarth, R Hubbard, JS Armstrong Journal of Business Research 60 (4), 411-415, 2007 | 379 | 2007 |
| Markenpolitik: Markentheorien, Markenwirkungen, Markenführung, Markencontrolling, Markenkontexte C Baumgarth Springer-Verlag, 2014 | 213 | 2014 |
| Evaluations of co‐brands and spill‐over effects: Further empirical results C Baumgarth Journal of Marketing Communications 10 (2), 115-131, 2004 | 190 | 2004 |
| Brand orientation of museums: Model and empirical results C Baumgarth International Journal of Arts Management, 30-45, 2009 | 173 | 2009 |
| Wirkungen des Co-Brandings: Erkenntnisse durch Mastertechnikpluralismus C Baumgarth Springer-Verlag, 2003 | 155 | 2003 |
| Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model HJ Schmidt, C Baumgarth Journal of Brand Management, 1-16, 2018 | 139 | 2018 |
| Brand orientation: Past, present, and future C Baumgarth, B Merrilees, M Urde Journal of marketing management 29 (9-10), 973-980, 2013 | 133 | 2013 |
| Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test C Baumgarth, L Binckebanck Journal of Product & Brand Management 20 (6), 487-498, 2011 | 112 | 2011 |
| To disclose or not disclose, is no longer the question–effect of AI-disclosed brand voice on brand authenticity and attitude A Kirkby, C Baumgarth, J Henseler Journal of Product & Brand Management 32 (7), 1108-1122, 2023 | 102 | 2023 |
| Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE) S Kristal, C Baumgarth, C Behnke, J Henseler Journal of Product & Brand Management 25 (3), 247-261, 2016 | 85 | 2016 |
| Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock S Kristal, C Baumgarth, J Henseler Journal of Business Research 114, 240-253, 2020 | 79 | 2020 |
| Brand management and the world of the arts: Collaboration, co-operation, co-creation, and inspiration C Baumgarth Journal of Product & Brand Management 27 (3), 237-248, 2018 | 78 | 2018 |
| “Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists S Kristal, C Baumgarth, J Henseler Journal of Product & Brand Management 27 (3), 334-347, 2018 | 75 | 2018 |
| Pop-up-Stores im Modebereich–Erfolgsfaktoren einer vergänglichen Form der Kundeninspiration C Baumgarth, OL Kastner Marketing Review St. Gallen 29 (5), 34-45, 2012 | 63 | 2012 |
| Ingredient Branding-Begriff und theoretische Begründung H Freter, C Baumgarth Moderne Markenführung: Grundlagen-Innovative Ansätze-Praktische Umsetzungen …, 2000 | 63 | 2000 |
| Millennial cultural consumers: co-creating value through brand communities S Vaux Halliday, A Astafyeva Arts Marketing: An International Journal 4 (1/2), 119-135, 2014 | 61 | 2014 |
Holger J. SchmidtFull Professor for Marketing, IUM International University of MonacoVerified email at ium.monaco.edu
