J Strat Mar
Introduction
Journal of Strategic Marketing, 30(4)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Brands in the digital world: challenges and perspectives
Introduction
Editorial to the special issue brands in the digital world: challenges and perspectives
—Mohamed Akli Achabou & Isabelle Aimé [] []
Brands in the digital world: challenges and perspectives
Digital brand content: underlying nature and rationales of a hybrid marketing practice
—Sandra Arrivé [] []
Psychological ownership towards online brand communities driving brand engagement: a visitors’ perspective
—Jitender Kumar [] []
Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram
—Marta Oliveira & Teresa Fernandes [] []
Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing
—Rico Piehler, Michael Schade, Julia Sinnig & Christoph Burmann [] []
Brand identity dynamics – reinforcement or destabilisation of a sport brand identity through the introduction of esports?
—Hans Mühlbacher, Marjorie Bertschy & Michel Desbordes [] []