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Storygiving as a co-creation tool for luxury brands in the age of the internet : a love story by Tiffany and thousands of lovers
Hughes, Mine Üçok; Bendoni, Wendy K.; Pehlivan, Ekin - In: The journal of product & brand management 25 (2016) 4, pp. 357-364
Persistent link: https://www.econbiz.de/10011607063
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How to generate customer and firm benefits through online game product and brand community engagement : online and offline perspectives
Chang, Chia-Wen; Hsu, Chiu-Ping - In: The journal of product & brand management 31 (2022) 8, pp. 1252-1264
Persistent link: https://www.econbiz.de/10013429191
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Effects of social media brand-related content on fashion products buying behaviour : a moderated mediation model
Schivinski, Bruno; Pontes, Nicolas; Czarnecka, Barbara; … - In: The journal of product & brand management 31 (2022) 7, pp. 1047-1062
Persistent link: https://www.econbiz.de/10013429018
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As good as new : valuing fashion brands in the online second-hand markets
Sihvonen, Jenniina; Turunen, Linda Lisa Maria - In: The journal of product & brand management 25 (2016) 3, pp. 285-295
Persistent link: https://www.econbiz.de/10011548798
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Negative online consumer reviews : effects of different responses
Ullrich, Sebastian; Brunner, Christian Boris - In: The journal of product & brand management 24 (2015) 1, pp. 66-77
Persistent link: https://www.econbiz.de/10010514473
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Online brand communities as heterogeneous gatherings : a netnographic exploration of Apple users
Özbölük, Tuğba; Dursun, Yunus - In: The journal of product & brand management 26 (2017) 4, pp. 375-385
Persistent link: https://www.econbiz.de/10011777373
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The impact of COVID-19 on online product reviews
Kutlubay, Omer Cem; Cicek, Mesut; Yayla, Serdar - In: The journal of product & brand management 32 (2023) 1, pp. 1-13
Persistent link: https://www.econbiz.de/10013552929
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Effects of online brand community rituals on customer citizenship behavior : exploring the sequential mediation mechanism
Yang, Shuang; Tang, Jiarong; Cai, Jian; Guo, Gongxing - In: The journal of product & brand management 32 (2023) 3, pp. 393-405
Persistent link: https://www.econbiz.de/10014229053
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A moderated mediation model of situational context and brand image for online purchases using eWOM
Le Nguyen Hoang; Le Thanh Tung - In: The journal of product & brand management 32 (2023) 4, pp. 661-672
Persistent link: https://www.econbiz.de/10014281369
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Consumer attitudes and purchase intentions towards internet celebrity self-brands : an integrated view of congruence, brand authenticity and internet celebrity involvement
Tseng, Timmy H.; Wang, Han-Yu - In: The journal of product & brand management 32 (2023) 6, pp. 863-877
Persistent link: https://www.econbiz.de/10014315455