J Brand Man
Introduction
Journal of Brand Management, 30(1)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Commentary
Looking forward, looking back: developing a narrative of the past, present and future of a brand
—Kevin Lane Keller []
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty
—Vesna Babić-Hodović, Alisa Mujkić, Maja Arslanagić-Kalajdžić []
Mitigating the negative effect of intrabrand clustering: the role of interbrand clustering and firm size
—Moeen Naseer Butt []
Brand heritage across cultures: U.S.A., France and South Korea
—Fabien Pecot, Gregory Rose, Altaf Merchant, Sunmee Choi []
AI service impacts on brand image and customer equity: empirical evidence from China
—Chunlin Yuan, Shuman Wang, Yue Liu []
Brand stigmatization: how do new brand users influence original brand users?
—Defeng Yang, Xi Lei, Liang Hu, Yu Sun, Xiaodan Yang []