TOC: J Prod Brand Man
Introduction
Journal of Product & Brand Management, 25(6)
Market brand equity: lost in terminology and techniques?
Don Schultz
Exploring behavioural branding, brand love and brand co-creation
Hans Ruediger Kaufmann, Sandra Maria Correia Loureiro, and Agapi Manarioti
Brand love and positive word of mouth: the moderating effects of experience and price
Heikki Karjaluoto, Juha Munnukka, and Katrine Kiuru
The impact of brand evangelism on oppositional referrals towards a rival brand
Francois Marticotte, Manon Arcand, and Damien Baudry
What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength
Jung Ok Jeon and Sunmee Baeck
Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm
Apostolos Giovanis
The relative impacts of experiential and transformational benefits on consumer-brand relationship
Sabrina Trudeau H. and Saeed Shobeiri
Brand typicality impact on brand imitations evaluation and categorization
André Le Roux, Marinette Thébault, Yves Roy, and François Bobrie
Editorial
Marc Fetscherin, Ricardo Roseira Cayolla, Francisco Guzmán, and Cleopatra Veloutsou
