J Prod Brand Man
Introduction
Journal of Product & Brand Management, 29(6)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Consumers and their celebrity brands: how personal narratives set the stage for attachment
—Bennie Eng, Cheryl Burke Jarvis []
You are a brand: social media managers personal branding and the future audience
—Jenna Jacobson []
Guest editorial
—Julie Guidry Moulard, Kathrynn Pounders []
Understanding the relationships between social media influencers and their followers: the moderating role of closeness
—Brian J. Taillon, Steven M. Mueller, Christine M. Kowalczyk, Daniel N. Jones []
Its good. says who?: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors human brand identity
—Camille Pluntz, Bernard Pras []
A thematic exploration of human brands: literature review and agenda for future research
—Maria Lucila Osorio, Edgar Centeno, Jesus Cambra-Fierro []
The power of personal brand authenticity and identification: top celebrity players contribution to loyalty toward football
—Wioleta Kucharska, Ilenia Confente, Federico Brunetti []
What makes followers loyal? The role of influencer interactivity in building influencer brand equity
—Sunghee Jun, Jisu Yi []
The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans purchase intention
—Chengchen Liu, Ya Zhang, Jing Zhang []
A study on the dynamics between the moral reasoning process and celebrity image and their impact on consumers support for celebrity comebacks after a transgression
—Hosun Lee, Dae Ryun Chang, Sabine Einwiller []