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Can negative word-of-mouth have any impact on brand sustainability?

Kakalejcik, Lukas; Fedorko, Richard; Gavurova, Beata; … - In: Marketing i menedžment innovacij : m&mi (2021) 1, pp. 212-224

Persistent link: https://www.econbiz.de/10013093338

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

Storytelling in advertisements : understanding the effect of humor and drama on the attitude toward brands

Kasilingam, Dharun; Ajitha, Soundararaj - In: The journal of brand management : an international journal 29 (2022) 4, pp. 341-362

Persistent link: https://www.econbiz.de/10013270437

The effect of a green brand story on perceived brand authenticity and brand trust : the role of narrative rhetoric

Huang, Chaohua; Guo, Rui - In: The journal of brand management : an international journal 28 (2021) 1, pp. 60-76

Persistent link: https://www.econbiz.de/10012433579

The activist brand and the transformational power of resistance : towards a narrative conceptual framework

Andersen, Sophie Esmann; Johansen, Trine Susanne - In: The journal of brand management : an international journal 31 (2024) 2, pp. 140-152

Persistent link: https://www.econbiz.de/10014511513

Don't tell me stories : the narratives of retirement and their relation with brand associations

Hajdas, Monika; Radomska, Joanna; Szpulak, Aleksandra; … - In: International journal of management and economics 58 (2022) 1, pp. 17-32

explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand … narratives represented by distinctive retirement cultural codes had an impact on brand associations. Partial relation was found … only for brand personality. Originality: This is the first study that explores brand narratives' based on cultural codes …

Persistent link: https://www.econbiz.de/10013277359

Investigating consumer perceptions of brand inauthenticity in a narrative brand ending

Burgess, Jacqueline; Jones, Christian Martyn - In: The journal of product & brand management 32 (2023) 8, pp. 1274-1286

Persistent link: https://www.econbiz.de/10014485566

Telling more or less? : the impact of blank-leaving narrative style on story immersion and brand attitude

Fan, Chao; Jiang, Feng; Yu, Mingzhe; Tao, Xiaobo - In: The journal of product & brand management 33 (2024) 2, pp. 181-191

Persistent link: https://www.econbiz.de/10014486325

Hero brands, brand heroes : how R.M. Williams inspired a cult following and created a shared sense of meaning

Cooper, Holly B.; Ewing, Michael; Campbell, Colin L.; … - In: Business horizons 66 (2023) 3, pp. 405-414

Persistent link: https://www.econbiz.de/10014304277

Narrativity approaches to branding

Ruiz Collantes, Xavier; Oliva, Mercè - In: Advances in brand semiotics & discourse analysis, (pp. 49-90). 2023

Persistent link: https://www.econbiz.de/10015066349