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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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—Brand imitation strategy, package design and consumer response: what does it take to make a difference? []
Fei Qiao, William Glenn Griffin

Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love
—Elaine Wallace, Pedro Torres, Mário Augusto, Maryana Stefuryn []

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands
—Xiaoyong Wei, Sojin Jung []

Branding’s academic–practitioner gap: managers’ views
—Frank Alpert, Mark Brown, Elizabeth Ferrier, Claudia Fernanda Gonzalez-Arcos, Rico Piehler []

Developing and testing a typology of brand benefit differentiation
—Alexander Farestvedt Hem, Magne Supphellen []

Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts
—Yang Cheng, Hua Jiang []

Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions
—JungHwa (Jenny) Hong, Jie Yang, Barbara Ross Wooldridge, Anita D. Bhappu []

Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach
—Jing Yang, Juan Mundel []

Fifteen years of customer engagement research: a bibliometric and network analysis
—Linda D. Hollebeek, Tripti Ghosh Sharma, Ritesh Pandey, Priyavrat Sanyal, Moira K. Clark []

Brand implications of advertising products with their reflections
—Nazuk Sharma, Marisabel Romero []

City brand love: modelling and resident heterogeneity analysis
—Saalem Sadeque, Mohammad Shahidul Hasan Swapan, Sanjit K. Roy, MD Ashikuzzaman []