J Prod Brand Man
Introduction
Journal of Product & Brand Management, 31(3)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
—Standing out and fitting in: understanding inspiration value of masstige in an emerging market context []
Manish Das, Victor Saha, M.S. Balaji
Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis
—Oanh Dinh Yen Nguyen, Jenny (Jiyeon) Lee, Liem Viet Ngo, Tran Ha Minh Quan []
The role of brand personality in the formation of consumer affect and self-brand connection
—Justin F. McManus, Sergio W. Carvalho, Valerie Trifts []
Title redacted: the impact of negative online review censorship
—Jennifer L. Stevens, Carol L. Esmark Jones, Mike Breazeale []
Bilingual brand communities? Strategies for targeting Hispanics on social media
—Dino A. Villegas, Alejandra Marin Marin []
Congruency or incongruency: a theoretical framework and opportunities for future research avenues
—Andreas Aldogan Eklund, Miralem Helmefalk []
An expansion of the brand and message framing effects on smart health-care clothing
—Hongjoo Woo, Sanghee Kim []
The anatomy of a rivalry: the role of resentment in the development of brand attitudes
—Diego Alvarado-Karste, Blair Kidwell []
Visually communicating brand heritage on social media: champagne on Instagram
—Joshua Butcher, Fabien Pecot []
Transmission of negative brand-relevant content on social media
—Ashleigh Powell, Constantino Stavros, Angela Dobele []