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Guzman, Francisco - 2021

Cover -- Guest editorial -- Understanding customer brand engagement in user-initiated online brand communities …: antecedents and consequences -- Role of brand attachment in customers' evaluation of service failure -- Brand hate: a … multidimensional construct -- Love becomes hate? or love is blind?Moderating effects of brand love upon consumers' retaliation towards …

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Effective messaging strategies to increase brand love for sociopolitical activist brands

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The effect of customers' brand experience on brand evangelism : the case of luxury hotels

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Perceived injustice and brand love : the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters

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Evolving brand boundaries and expectations : looking back on brand equity, brand loyalty, and brand image research to move forward

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The invisible leash : when human brands hijack corporate brands' consumer relationships

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Experiencing the sense of the brand : the mining, processing and application of brand data through sensory brand experiences

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EU enlargement : a case study of branding standardisation

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Branding and the marketing of technological and industrial products

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