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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity
—Lishan Xie, Xinhua Guan, Shih-Shuo Yeh, Tzung-Cheng Huan []

Crafting lasting bonds: unveiling the impact of brand experience on enhancing elderly consumer-based brand equity in the thriving Chinese digital phone market
—Supeng Zheng, Haifen Lin, Mohsin Shahzad, Lingwen Kong []

Act your age to engage: field evidence on parent versus brand extension
—Liam Tincknell, Frank Mathmann, Benno Torgler, Husain Salilul Akareem []

Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell
—Rafael Bravo, José M. Pina, Beatriz Tirado []

When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM
—Ramazan KurtoÄŸlu, TuÄŸba Özbölük, Behiye Altın []