Exploring the effect of incidental priming when measuring trademark genericism

2024-9-5

When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM

2024-9-2

Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell

2024-8-13

Act your age to engage: field evidence on parent versus brand extension

2024-8-13

Crafting lasting bonds: unveiling the impact of brand experience on enhancing elderly consumer-based brand equity in the thriving Chinese digital phone market

2024-7-25

Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity

2024-7-5

How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction

2024-6-19

How can brands mitigate the consequences of negative digital customer experience? Investigating roles of brand attachment, brand community support, and adaptive coping

2024-6-3

How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

2024-5-4

How rarity and exclusivity influence types of perceived value for luxury

2024-4-18

Conceptualising and measuring consumer perceptions of brand wastefulness

2024-4-8

The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?

2024-3-22

Brand hate experiences and the role of social media influencers in altering consumer emotions

2024-3-18

A proposed brand architecture model for UK fashion brands

2024-3-14

Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands

2024-3-12

Brands and activism: ecosystem and paradoxes

2024-2-26

A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S.

2024-2-24

Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification

2024-2-21

Harnessing brand authenticity to promote prosocial service behavior

2024-2-10

Toward a measure of brand pride: scale development and validation

2024-1-29

Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship

2024-1-25

User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement

2024-1-20

Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands

2023-12-24

How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook

2023-12-21

Victims: the missing piece in stakeholder-focused brand management puzzles

2023-11-8

The challenges of balancing ethics and competence for purpose-driven brands: an exploratory case study on social impact company Too Good To Go

2023-10-26

Correction to: Enlightening the brand building–audience response link

2023-10-19

The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective

2023-10-14

Engaging through storytelling: the interplay of engagement with a story, cause, and charity

2023-10-7

From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics

2023-8-22

The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’

2023-8-17

Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality

2023-8-16

The impact of consumer personality and social network position on brand community engagement

2023-7-27

Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands

2023-7-27

Self-concept and brand loyalty: Insights from major life events and coping mechanisms

2023-7-27

Brand activism as a marketing strategy: an integrative framework and research agenda

2023-7-27

Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes

2023-6-8

Revisiting experiential marketing: a Delphi study

2023-5-31

Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism

2023-5-24

Exploring the uniqueness of distinctive brand assets within the UK automotive industry

2023-5-22

Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent

2023-5-18

Enlightening the brand building–audience response link

2023-5-13

Would luxury brands benefit from empowering consumers in product decision-making?

2023-5-10

Branding: too often overlooked in disruptive innovation and social purpose arenas

2023-5-1

Brand passion: a systematic review and future research agenda

2023-4-22

Peer effects on brand activism: evidence from brand and user chatter on Twitter

2023-4-21

Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China

2023-4-9

Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames

2023-4-9

Engaging with intelligent voice assistants for wellbeing and brand attachment

2023-4-5

The activist brand and the transformational power of resistance: towards a narrative conceptual framework

2023-4-3