���������

INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

---

Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions
—Kian Yeik Koay, Weng Marc Lim []

Understanding national brand customer erosion: exploring socio-demographic and weight of purchase factors
—José Miguel Holgado-Herrero, F. Javier Rondan-Cataluña, Carmen Barroso-Castro, José Luís Galán-González []

Influence of brand community social responsibility on consumer citizenship behaviors: mediating role of collective self esteem
—Xiaoxuan Guo, Yuan He, Yucheng Wang, Zhimin Zhou []

On the positive impact of fan communities on brands sponsoring rival teams
—Thomas M. Hickman, Michael Stoica []

CSR associations and market value: the moderating role of market competition
—David Brueninghaus, Ivan Arribas, Fernando García, Christoph Burmann []

A committed brand facing moral dilemma crises: the role of inferred goodwill and self-brand connection in consumer regret
—Jisu Jang, Jiyun Kang, Christine Huan []

Comparing the distinctive influences of physical and social servicescapes on brand love for internet‐famous restaurants
—Shuhao Li, Yuhang Zhang, Mimi Chen []

A typology of brand knowledge associations projected in brand-generated signals
—Cleopatra Veloutsou, Estefania Ballester []

How to mitigate fashion subscription hesitation: two-step exploration using theory-based causal modeling and machine learning predictive modeling
—Jiyun Kang, Catherine Johnson, Wookjae Heo, Jisu Jang []

Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives
—Liang Xiang, Hyun Jung Park []