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The revenge of the consumer! : how brand moral violations lead to consumer anti-brand activism
Romani, Simona; Grappi, Silvia; Zarantonello, Lia; … - In: The journal of brand management : an international journal 22 (2015) 8, pp. 658-672
Persistent link: https://www.econbiz.de/10011399855
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Trajectories of brand hate
Zarantonello, Lia; Romani, Simona; Grappi, Silvia; … - In: The journal of brand management : an international journal 25 (2018) 6, pp. 549-560
Persistent link: https://www.econbiz.de/10011962810
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The current state and future of brand experience
Schmidt, Bernd H.; Brakus, Jaško; Zarantonello, Lia - In: The journal of brand management : an international journal 21 (2014) 9, pp. 727-733
Persistent link: https://www.econbiz.de/10010514128
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Using the brand experience scale to profile consumers and predict consumer behaviour
Zarantonello, Lia; Schmitt, Bernd - In: The journal of brand management : an international journal 17 (2009/10) 7, pp. 532-540
Persistent link: https://www.econbiz.de/10008652664
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How persuasive is woke brand communication on social media? : evidence from a consumer engagement analysis on Facebook
Mangiò, Federico; Pedeliento, Giuseppe; Andreini, Daniela - In: The journal of brand management : an international journal 31 (2024) 4, pp. 345-381
Persistent link: https://www.econbiz.de/10014583635