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The impact of brand communities on public and private brand loyalty : a field study in professional sports
Mills, Mark; Oghazi, Pejvak; Hultman, Magnus; … - In: Journal of business research : JBR 144 (2022), pp. 1077-1086
Persistent link: https://www.econbiz.de/10013185078
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Engagement in sports virtual brand communities
Santos, Manuel Alonso dos; Guardia, Francisco Rejón; … - In: Journal of business research : JBR 89 (2018), pp. 273-279
Persistent link: https://www.econbiz.de/10011881786
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Sponsorship effects of brand management : the role of exposure and activity involvement
Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 67 (2014) 5, pp. 1018-1025
Persistent link: https://www.econbiz.de/10010364054
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Improving fit perceptions for an incongruent sponsorship : associating a sports property to a brand via analogical articulation
Madrigal, Robert; King, Jesse - In: Journal of business research : JBR 124 (2021), pp. 731-738
Persistent link: https://www.econbiz.de/10012494008
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What drives me there? : the interplay of socio-psychological gratification and consumer values in social media brand engagement
Osei-Frimpong, Kofi; McLean, Graeme J.; Islam, Nazrul; … - In: Journal of business research : JBR 146 (2022), pp. 288-307
Persistent link: https://www.econbiz.de/10013271400
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Outcomes for self-expressive brands followed on social media : identifying different paths for inner self-expressive and social self-expressive brands
Wallace, Elaine; Torres, Pedro M.; Augusto, Mário Gomes; … - In: Journal of business research : JBR 135 (2021), pp. 519-531
Persistent link: https://www.econbiz.de/10012647938
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Online brand community engagement : scale development and validation
Baldus, Brian J.; Voorhees, Clay; Calantone, Roger J. - In: Journal of business research : JBR 68 (2015) 5, pp. 978-985
Persistent link: https://www.econbiz.de/10010516642
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Transition of self : repositioning the celebrity brand through social media - the case of Elizabeth Gilbert
Johns, Raechel; English, Rebecca - In: Journal of business research : JBR 69 (2016) 1, pp. 65-72
Persistent link: https://www.econbiz.de/10011417099
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The influence of parasocial relationship in fashion web on customer equity
Yuan, Chun Lin; Moon, Hakil; Kim, Kyung Hoon; Wang, Shuman - In: Journal of business research : JBR 130 (2021), pp. 610-617
Persistent link: https://www.econbiz.de/10012544888
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Linguistic elements of conversational human voice in online brand communication : manipulations and perceptions
Liebrecht, Christine; Tsaousi, Christina; Hooijdonk, … - In: Journal of business research : JBR 132 (2021), pp. 124-135
Persistent link: https://www.econbiz.de/10012581572