This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. The authors measure consumer perceptions of promotional intensity and brand personality and model...

Unlike previous studies that examine the direct effect of employees’ perceived corporate social responsibility (CSR) on affective organizational commitment (AOC), this article examines a mediated link through organizational trust and organizational identification. Social exchange and social...

This research explores the antecedents and consequences of brand passion. Consumer–brand relationship constructs (brand identification and brand trust) may influence consumers' passion for a brand. Brand passion in turn may influence brand commitment, willingness to pay a higher price for the...