Article

Winchester, Maxwell ORCID: 0000-0001-5458-517X, Romaniuk, Jenni and Bogomolova, Svetlana (2008) Positive and negative brand beliefs and brand defection/uptake. European Journal of Marketing, 42 (5/6). pp. 553-570. ISSN 0309-0566

Winchester, Maxwell ORCID: 0000-0001-5458-517X and Romaniuk, Jenni (2008) Negative brand beliefs and brand usage. International Journal of Market Research, 50 (3). pp. 355-375. ISSN 1470-7853

Book Section

Romaniuk, Jenni and Winchester, Maxwell ORCID: 0000-0001-5458-517X (2007) Assessing brand positioning : to combine or to separate positive and negative attributes? In: Flexible marketing in an unpredictable world: proceedings of the 36th EMAC conference held 22-25 May 2007, Reykjavik, Iceland. Reykjavik University, Reykjavik, Iceland.

Romaniuk, Jenni and Winchester, Maxwell ORCID: 0000-0001-5458-517X (2007) The Perceptions and Loyalty of Prestige Brands. In: Proceedings of The Thought Leaders International Conference on Brand Management. Birmingham Business School, Birmingham, UK. (Unpublished)