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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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Commentary

Managerial corporate brand orientation: explication, significance, and antecedents
—John M. T. Balmer []

The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands
—Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi, Miguel Ángel Zúñiga []

Building brand loyalty on social media: theories, measurements, antecedents, and consequences
—Tunmin Catherine Jai, Xiao Tong, Hsiangting Shatina Chen []

The role of storytelling in the creation of brand love: the PANDORA case
—Patrícia Dias, Rita Cavalheiro []

Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM
—Ramazan Kurtoğlu, Tuğba Özbölük, Pınar Hacıhasanoğlu []

Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands
—Holger J. Schmidt, Pieter Steenkamp []

Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry
—Dalia Abdelwahab, Sonia San-Martín, Nadia Jiménez []

Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values
—Eric Kennedy, Francisco Guzmán, Nicholas Ind []