behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research …

Firm-established brand communities enable companies to increase the brand loyalty and word-of-mouth communication of … innovation processes. Philipp Wiegandt empirically analyzes the effects the creation of a firm-established brand community has on … the brand loyalty and word-of-mouth communication of its members over time. He finds that establishing a firm …

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in … marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a … detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement. About …

fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic …