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How consumers define brand relationships : a prototype analysis
Schreuder, Paul; Zeelenberg, Marcel; Pronk, Tila M. - In: The journal of product & brand management 33 (2024) 1, pp. 43-56
Persistent link: https://www.econbiz.de/10014485698
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Gamify, engage, build loyalty : exploring the benefits of gameful experience for branded sports apps
Habachi, Salma; Matute, Jorge; Palau i Saumell, Ramon - In: The journal of product & brand management 33 (2024) 1, pp. 57-75
Persistent link: https://www.econbiz.de/10014485716
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Redefining brand hijacking from a non-collaborative brand co-creation perspective
Siano, Alfonso; Confetto, Maria Giovanna; Vollero, Agostino - In: The journal of product & brand management 31 (2022) 1, pp. 110-126
Persistent link: https://www.econbiz.de/10012798137
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To be (family) or not to be (family) : the familiness effect over brand authenticity posts on social media and consumer engagement relationship
Bargoni, Augusto; Ballerini, Jacopo; Vrontis, Demetris; … - In: The journal of product & brand management 32 (2023) 5, pp. 713-736
Persistent link: https://www.econbiz.de/10014315439