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A research agenda for brand management in a new era of consumerism

King, Ceridwyn (ed.); Murillo, Enrique (ed.) - 2023

methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in … brand management give insights into the exponential growth of the field and identify promising directions for future … investigation. Illustrating the significant depth and breadth of research in brand management, contributors explore both …

Persistent link: https://www.econbiz.de/10014372517

Brand storytelling on websites : the role of empathy on repurchase intentions for PCs and smartphones

Kato, Takumi - In: Journal of promotion management : innovations in … 29 (2023) 1, pp. 27-44

Persistent link: https://www.econbiz.de/10013483012

Brand equity in good and bad times : what distinguishes winners from losers in consumer packaged goods industries?

Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of marketing 87 (2023) 3, pp. 472-489

Persistent link: https://www.econbiz.de/10014245146

Brand recovery after crisis : the interplay of relationship norms and types of brand apology in consumer responses to recovery efforts

Lee, SoYoung; Kim, Taemin - In: Journal of marketing communications 30 (2024) 6, pp. 637-659

Persistent link: https://www.econbiz.de/10015052731

Modelling research on consumer attitude toward car brands

Steluta, Vlad Uta Daniela - In: International journal of sustainable economies … 3 (2014) 2, pp. 1-15

Persistent link: https://www.econbiz.de/10010511504

Consumer engagement with self-expressive brands: brand love and WOM outcomes

Wallace, Elaine; Buil, Isabel; De Chernatony, Leslie - In: The journal of product & brand management 23 (2014) 1, pp. 33-42

Persistent link: https://www.econbiz.de/10010358994

Better branding : brand names can influence consumer choice

Hillenbrand, Philipp; Alcauter, Sarael; Cervantes, Javier; … - In: The journal of product & brand management 22 (2013) 4, pp. 300-308

Persistent link: https://www.econbiz.de/10009788444

Examining the drivers and brand performance implications of customer engagement with brands in the social media environment

De Vries, Natalie Jane; Carlson, Jamie - In: The journal of brand management : an international journal 21 (2014) 6, pp. 495-515

Persistent link: https://www.econbiz.de/10010423856

Consumer journey from first experience to brand evangelism

Riivits-Arkonsuo, Iivi; Kaljund, Kristel; Leppiman, Anu - In: Research in economics and business : Central and … 6 (2014) 1, pp. 5-28

Persistent link: https://www.econbiz.de/10010434629

Impact of electronic word-of-mouth on brand relationship and purchase intention : the case of the smartphone industry

El Hajjar, Samer - In: International journal of business innovation and … 28 (2022) 2, pp. 263-279

Persistent link: https://www.econbiz.de/10013253188