The study finds that no coherent theory defines brand management tasks. Instead, paradigmatic cases of successful … brands have come to define branding processes – the logic of the “strong brand” has shaped management branding practices …

This article examines the effects of perceived negative brand publicity on employee emotions, attitudes and brand … that perceived negative brand publicity affects emotional and attitudinal corporate brand pride of employees. In addition …, higher levels of perceived negative brand publicity were negatively associated with brand-supporting behavior, such as …

emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative … effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human … integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships. Findings Though …