J Brand Man
Introduction
Journal of Brand Management, 29(2)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
—Slow fashion branding: understanding what consumers value most []
Sojin Jung, Byoungho Ellie Jin
Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator
—Laee Choi, MiRan Kim, He-Boong Kwon []
When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions
—Chen Yang, Jing Hu []
Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters
—Caitlin McLaughlin, Kai Haverila, Matti Haverila []
Brand equity retention after rebranding: a resource-based perspective
—Rian Beise-Zee []
Branded content experience in social media settings: a consumer culture theory perspective
—Muhammad Waqas, Zalfa Laili Hamzah, Noor Akma Mohd Salleh []