Purpose Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human...

Brand managers are under increased pressure to show the productivity of their multimillion dollar expenditures. As a first contribution we provide a methodologically and theoretically sound measure for the efficiency of the brand management process. As a second contribution we examine if brand...

Brand managers are under increased pressure to illustrate the performance of their multimillion dollar expenditures. As a first contribution we provide the concept of brand efficiency as a methodologically and theoretically sound measure for the performance of the brand management process. As a...