3
American Marketing Association dictionary, accessed April 9, 2016, www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B.
4
“Apple Reports Record Fourth Quarter Results,” Apple Press Info, accessed April 9, 2016, www.apple.com/pr/library/2015/10/27Apple-Reports-Record-Fourth-Quarter-Results.html.
5
Douglas E. Hughes and Michael Ahearne, “Energizing the Reseller’s Sales Force: The Power of Brand Identification,”
6
Nader T. Tavassoli, Alina Sorescu, and Rajesh Chandy, “Employee-Based Brand Equity: Why Firms with Strong Brands Pay Their Executives Less,”
7
Jenny Van Doorn and Peter C. Verhoef, “Critical Incidents and the Impact of Satisfaction on Customer Share,”
8
Michelle Greenwald, “11 of the Best Strategic Brand Partnerships in 2014,”
9
Sundar G. Bharadwaj, Kapil R. Tuli, and Andre Bonfrer, “The Impact of Brand Quality on Shareholder Wealth,”
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Chan W. Kim and Renée Mauborgne,
11
C. Whan Park, Bernard J. Jaworski, and Deborah J. MacInnis, “Strategic Brand Concept-Image Management,”
12
Morris B. Holbrook and Elizabeth C. Hirschman, “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,”
13
Viktor Frankl,
14
Marc Benioff and Carlye Adler,