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Latest research on brand relationships: introduction to the special issue
Marc Fetscherin, Francisco Guzman, Cleopatra Veloutsou, and Ricardo Roseira Cayolla

The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits
Scott A. Thompson, James M. Loveland, and Katherine E. Loveland

Brand communities’ relational outcomes, through brand love
Arnaldo Coelho, Cristela Bairrada, and Filipa Peres

Consumer – green brand relationships: revisiting benefits, relationship quality and outcomes
Erifili Papista and Sergios Dimitriadis

Health and fitness online communities and product behaviour
Laurence Dessart and Maureen Duclou

Brand love: the emotional bridge between experience and engagement, generation-M perspective
Muhammad Junaid, Fujun Hou, Khalid Hussain, and Ali Ashiq Kirmani

Brand engagement without brand ownership: a case of non-brand owner community members
Jitender Kumar and Jogendra Kumar Nayak

The effect of brand authenticity on consumer–brand relationships
Hyunjoo Oh, Paulo Henrique Muller Prado, Jose Carlos Korelo, and Francielle Frizzo

Matching-up celebrities’ brands with products and social causes
Ana Luisa Santos, Filipa Barros, and António Azevedo

The impact of perceptions of politician brand warmth and competence on voting intentions
Aronté Marie Bennett, Chris Malone, Kenyn Cheatham, and Naina Saligram

Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships
Teresa Fernandes and Mariana Moreira

How much is “too much” for a brand to use an advergame with children?
Luisa Agante and Ana Pascoal

How brand personality and failure-type shape consumer forgiveness
Roseann Viscomi Hassey

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