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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories
—Debi P. Mishra, M. Deniz Dalman []

The impact of social media evolution on practitioner-stakeholder relationships in brand management
—Tony Cooper, Constantino Stavros, Angela R. Dobele []

Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief
—Qi Yao, Chao Hu, Jianjian Du []

Determining the predictive importance of the core dimensions of nation brands
—Abdelmounaim Lahrech, Hazem Aldabbas, Katariina Juusola []

Impact of online product presentation on sales: the effects of text-image introductory information and celebrity endorsements
—Lei Liu, Shaohui Wu, Guoliang Cai []

When does customization improve brand attitude?
—Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel []

Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages
—Martin Haupt, Stefanie Wannow, Linda Marquardt, Jana Shanice Graubner, Alexander Haas []

Investigating consumer perceptions of brand inauthenticity in a narrative brand ending
—Jacqueline Burgess, Christian Martyn Jones []

Exploring consumer segments defined by affective responses to naturalness in logo design
—Anna Torres, Leonor Vacas de Carvalho, Joana Cesar Machado, Michel van de Velden, Patrício Costa []

As cute as a button: the effect of size on online product cuteness perception
—Yuan Li, Jacqueline Eastman []

Brands talking on events? Brand personification in real-time marketing tweets to drive consumer engagement
—Ebenezer Nana Banyin Harrison, Wi-Suk Kwon []

The impact of brand value co-creation on perceived CSR authenticity and brand equity
—Fernanda Muniz, Francisco Guzmán []

Brand crowdfunding using followers boosted through gamification affordances: insights from two emerging markets
—Muhammad Zahid Nawaz, Shahid Nawaz, Francisco Guzman []

The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships
—Dominyka Venciute, Lukas Karalius, James Reardon, Vilte Auruskeviciene []

Brand new: how visual context shapes initial response to logos and corporate visual identity systems
—Robert A. Wertz []

Sympathy or shock: how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands
—A. Lynn Matthews, Sarah S.F. Luebke []