J Brand Man
Introduction
Journal of Brand Management, 31(6)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Conceptualising and measuring consumer perceptions of brand wastefulness
—Alexandria M. Gain, Leonard V. Coote, André Bonfrer []
How rarity and exclusivity influence types of perceived value for luxury
—Xujia Wang, Billy Sung, Ian Phau []
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side
—Zhucheng Shao, Jessica Sze Yin Ho, Garry Wei-Han Tan, Keng-Boon Ooi, Prianka Sarker, Yogesh K. Dwivedi []
How can brands mitigate the consequences of negative digital customer experience? Investigating roles of brand attachment, brand community support, and adaptive coping
—Sampa Anupurba Pahi, Anuj Jain, Debasis Pradhan []
How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction
—Fan Zhang, Huan Li, Zewei Xue, Jiaxun He []