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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach
—Sheetal Jain, Rubal Rathi []

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships
—Márcia Maurer Herter, Saleh Shuqair, Diego Costa Pinto, Anna S. Mattila, Paola Zandonai Pontin []

Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty
—Junyun Liao, Rui Guo, Jiawen Chen, Peng Du []

Do university trademarks matter? Interaction between university-related apparel style and licensing status
—Xiao Huang, Wi-Suk Kwon []

Brand authenticity building effect of brand experience and downstream effects
—Feisal Murshed, Abhishek Dwivedi, Tahmid Nayeem []

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers
—Shiyun Tian, Su Yeon Cho, Xiaofeng Jia, Ruoyu Sun, Wanhsiu Sunny Tsai []

Strategic horizon of market success: comparing alternative “strategic landscapes” of the new product development process
—Ardalan Sameti []

Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention
—Jiayi Hou, Boya Han, Long Chen, Ke Zhang []

Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands
—Martin Hernani-Merino, Christian Fernando Libaque-Saenz, Jorge Dávalos []

To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude
—Alexandra Kirkby, Carsten Baumgarth, Jörg Henseler []

A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism
—Sang Bong Lee, Shih-Hao Liu, Carl P. Maertz, Nitish Singh, James Fisher []

The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio
—Noora Arantola, Mari Juntunen []