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What drives sponsorship effectiveness? : an examination of the roles of brand community identification, brand authenticity, and sponsor-club congruence
Moharana, Tapas Ranjan; Bhattacharjee, Debashree Roy; … - In: Psychology & marketing 40 (2023) 6, pp. 1211-1236
Persistent link: https://www.econbiz.de/10014291839
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Consumers' social media brand behaviors : uncovering underlying motivators and deriving meaningful consumer segments
Dimitriu, Radu; Guesalaga, Rodrigo - In: Psychology & marketing 34 (2017) 5, pp. 580-592
Persistent link: https://www.econbiz.de/10011685060
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Interpreting social identity in online brand communities : considering posters and lurkers
Mousavi, Sahar; Roper, Stuart; Keeling, Kathleen A. - In: Psychology & marketing 34 (2017) 4, pp. 376-393
Persistent link: https://www.econbiz.de/10011673959
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The bittersweet of consumer-human brand relationships in the social media context
Honora, Andreawan; Zadeh, Maryam Memar; Haggerty, Nicole - In: Psychology & marketing 41 (2024) 3, pp. 547-574
Persistent link: https://www.econbiz.de/10014467612
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Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? : a mixed methods study
Özer, Mehmet; Özer, Alper; Ekinci, Yuksel; Koçak, Akın - In: Psychology & marketing 39 (2022) 12, pp. 2384-2400
Persistent link: https://www.econbiz.de/10013465202
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Strong versus weak consumer-brand relationships : matching psychological sense of brand community and type of advertising appeal
Bauer, Brittney C. - In: Psychology & marketing 40 (2023) 4, pp. 791-810
Persistent link: https://www.econbiz.de/10014290861
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Is this really me? : investigating brand personality self-congruity on consumer behavior in video-based social media
Bargoni, Augusto; Giachino, Chiara; Gutuleac, Rada; … - In: Psychology & marketing 41 (2024) 5, pp. 1115-1132
Persistent link: https://www.econbiz.de/10014530974
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The effects of packaging design of private brands on consumers' responses
Hwang, Jiyoung; Kim, Soojin - In: Psychology & marketing 39 (2022) 4, pp. 777-796
Persistent link: https://www.econbiz.de/10013165441
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Influencers' "organic" persuasion through electronic word of mouth : a case of sincerity over brains and beauty
Filieri, Raffaele; Acikgoz, Fulya; Li, Chunyu; … - In: Psychology & marketing 40 (2023) 2, pp. 347-364
Persistent link: https://www.econbiz.de/10014290684
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Mapping brand community research from 2001 to 2021 : assessing the field's stage of development and a research agenda
Veloutsou, Cleopatra; Liao, Junyun - In: Psychology & marketing 40 (2023) 3, pp. 431-454
Persistent link: https://www.econbiz.de/10014290734