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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China
—Xiongkai Tan, Sha Zhang, Hong Zhao []

Brand passion: a systematic review and future research agenda
—Faheem Gul Gilal, Justin Paul, Asha Thomas, Lia Zarantonello, Rukhsana Gul Gilal []

Would luxury brands benefit from empowering consumers in product decision-making?
—Songyee Hur, Sejin Ha []

Don’t make ads, make TikTok’s: media and brand engagement through Gen Z’s use of TikTok and its significance in purchase intent
—Jose A. Flecha Ortiz, María De Los M. Santos Corrada, Evelyn Lopez, Virgin Dones, Vivian Feliberty Lugo [Google Scholar]

Enlightening the brand building–audience response link
—Cleopatra Veloutsou []