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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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Editorial

Fresh perspectives on brand management
—Carsten Baumgarth , Dirk-Mario Boltz , Holger J. Schmidt & Stuart Roper [] []

Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands
—Michela Mingione & Russell Abratt [] []

Experimenting, partnering and bonding: a framework for the digital influencer-brand endorsement relationship
—Thaysa Costa Do Nascimento , Roberta Dias Campos & Maribel Suarez [] []

Social media responses and brand personality in product and moral harm crises: why waste a good crisis?
—John Nadeau , Richard Rutter & Fiona Lettice [] []

Experiential art infusion effect on a service’s brand: the role of emotions
—Caroline Cuny , Mathieu Pinelli , Marianela Fornerino & Axel deMarles [] []

‘You’re not perfect, but you’re still my favourite.’ Brand affective congruence as a new determinant of self-brand congruence
—Floortje Wijnands & Tripat Gill [] []

How consumers reconcile discordant food retailer brand images
—Paul Beresford & Craig Hirst [] []

Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects
—Leonor Vacas de Carvalho , Salim L. Azar & Joana Cesar Machado [] []