J Brand Man
Introduction
Journal of Brand Management, 27(5)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Does effective cost transparency increase price fairness? An analysis of apparel brand strategies
—Sojin Jung, Hyeon Jeong Cho, Byoungho Ellie Jin []
Improving the value of the retailer brand through social media equity
—Manisha Mathur []
The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents
—Giang Huong Duong, Wann-Yih Wu, Long Hoang Le []
Counterfeit luxury consumption strategies in a collectivistic culture: the case of China
—Jiahan Li, Mahsa Ghaffari, Lin Su []
The impact of relational drivers on customer brand engagement and brand outcomes
—Munyaradzi W. Nyadzayo, Civilai Leckie, Lester W. Johnson []
The impact of electronic entrepreneur-related word of mouth on brand evaluation
—Bing Yuan, Alessandro M. Peluso []
Brands as activists: The Oatly case
—Christian H. Koch []
My brand identity lies in the brand name: personified suggestive brand names
—Selcan Kara, Kunter Gunasti, William T. Ross []