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Negative word of mouth can be a positive for consumers connected to the brand
Wilson, Andrew E.; Giebelhausen, Michael D.; Brady, … - In: Journal of the Academy of Marketing Science 45 (2017) 4, pp. 534-547
Persistent link: https://www.econbiz.de/10011737468
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If brands are people, then people are impulsive : assessing the connection between brand personality and impulsive buying behaviour
Badgaiyan, Anant Jyoti; Dixit, Saumya; Verma, Anshul - In: The journal of brand management : an international journal 24 (2017) 6, pp. 622-638
Persistent link: https://www.econbiz.de/10011771423
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The effect of embarrassment on preferences for brand conspicuousness : the roles of self-esteem and self-brand connection
Song, Xiaobing; Huang, Feifei; Li, Xiuping - In: Journal of consumer psychology : JCP : the official … 27 (2017) 1, pp. 69-83
Persistent link: https://www.econbiz.de/10011771828
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Self-esteem's moderation of self-congruity effects on brand loyalty
Brannen, Jane; Frisby, Cynthia M. - In: Theoretical economics letters 7 (2017) 6, pp. 1848-1864
Persistent link: https://www.econbiz.de/10011777327
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The effect of brand personality on consumer loyalty and buying intention
Saeida, Saeid; Ghaseminezhad, Mina; Pakdel, Mohammad R.; … - In: International journal of economic perspectives : IJEP 11 (2017) 1, pp. 1270-1281
Persistent link: https://www.econbiz.de/10011764665
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Oppositional brand loyalty in online brand communities : perspectives on social identity theory and consumer-brand relationship
Kuo, Ying-Feng; Hou, Jian-Ren - In: Journal of electronic commerce research : JECR 18 (2017) 3, pp. 254-268
Persistent link: https://www.econbiz.de/10011746768
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Stuck like glue : the formation and consequences of brand attachments among salespeople
Gillespie, Erin Adamson; Noble, Stephanie M. - In: The journal of personal selling & sales management : JPSSM 37 (2017) 3, pp. 228-249
Persistent link: https://www.econbiz.de/10011753791
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Second person pronouns enhance consumer involvement and brand attitude
Cruz, Ryan E.; Leonhardt, James M.; Pezzuti, Todd - In: Journal of interactive marketing : a quarterly … 39 (2017), pp. 104-116
Persistent link: https://www.econbiz.de/10011743784
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Beyond brand personality : building consumer-brand emotional relationship
Becheur, Imene; Bayarassou, Oula; Ghrib, Hela - In: Global business review 18 (2017) 3, pp. 128-144
Persistent link: https://www.econbiz.de/10011745522
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Impact of brand personality, perceived quality and perceived value on brand love : moderating role of emotional stability
Junaid, Muhammad; Hussain, Khalid - In: Middle East journal of management : MEJM 3 (2016) 4, pp. 278-293
Persistent link: https://www.econbiz.de/10011636927