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An empirical examination of human brand authenticity as a driver of brand love
Osorio, Maria Lucila; Centeno, Edgar; Cambra-Fierro, Jesus - In: Journal of business research : JBR 165 (2023), pp. 1-8
Persistent link: https://www.econbiz.de/10014332150
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Transforming consumers into brands : tracing transformation processes of the practice of blogging
Erz, Antonia; Christensen, Anna-Bertha Heeris - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 69-82
Persistent link: https://www.econbiz.de/10011920063
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How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities' native advertising effectiveness
Lee, Susanna S.; Chen, Huan; Lee, Yu-Hao - In: The journal of product & brand management 31 (2022) 1, pp. 149-162
Persistent link: https://www.econbiz.de/10012798141
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Influencer marketing : social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs
Ki, Chung-Wha Chloe; Cuevas, Leslie M.; Chong, Sze Man; … - In: Journal of retailing and consumer services 55 (2020), pp. 1-11
Persistent link: https://www.econbiz.de/10012269061
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Celebrities as human brands : an inquiry on stakeholder-actor co-creation of brand identities
Centeno, Dave; Wang, Jeff Jianfeng - In: Journal of business research : JBR 74 (2017), pp. 133-138
Persistent link: https://www.econbiz.de/10011675465
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Evaluating the impact of social media activities on human brand sales
Saboo, Alok R.; Kumar, V.; Ramani, Girish - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 524-541
Persistent link: https://www.econbiz.de/10011596859
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The B2B knowledge gap
Lilien, Gary L. - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 543-556
Persistent link: https://www.econbiz.de/10011596969
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Classifying the narrated #selfie : genre typing human-branding activity
Eagar, Toni; Dann, Stephen - In: European journal of marketing : EJM 50 (2016) 9/10, pp. 1835-1857
Persistent link: https://www.econbiz.de/10011617861
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The effects of social media content created by human brands on engagement : evidence from Indian general election 2014
Mallipeddi, Rakesh R.; Janakiraman, Ramkumar; Kumar, Subodha - In: Information systems research : ISR 32 (2021) 1, pp. 212-237
Persistent link: https://www.econbiz.de/10012594939
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Influencer marketing : a scoping review and a look ahead
Fowler, Kendra; Thomas, Veronica L. - In: Journal of marketing management : JMM ; journal of the … 39 (2023) 11/12, pp. 933-964
Persistent link: https://www.econbiz.de/10014427131