J Prod Brand Mar
Introduction
Journal of Product & Brand Management, 33(4)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Special issue: 30 Years of brand relationship research
Guest editors: Marc Fetscherin, Cleopatra Veloutsou
Guest editorial: 30 years of brand relationship research
—Marc Fetscherin []
The role of brand gratitude in consumer relationships with cool brands
—Melanie Moore Koskie, Ryan E. Freling, William B. Locander, Traci H. Freling []
Consumer-brand heuristics in luxury hotel reviews
—Maria Petrescu, John Gironda, Kathleen Bay O’Leary []
Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis
—Tessa Garcia-Collart []
When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development
—Abhishek Yadav []
Consumer and brand value formation, value creation and co-creation in social media brand communities
—Magdalena Marchowska-Raza, Jennifer Rowley []