J Brand Man
Introduction
Journal of Brand Management, 32(2)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Exploring the effect of incidental priming when measuring trademark genericism
—Robert A. Peterson, Jeffrey A. Peterson []
The role of consumer-based brand equity on the prolongation of trademarks
—Louisa M. Pfeifer, Thomas F. Schreiner, Henrik Sattler []
Consumers’ dark personality traits drive gluckschmerz: the interplay of competitiveness and brand love
—Anwar Sadat Shimul, Isaac Cheah, Mahabubur Rahman []
Impact of national culture on contributors’ performance in brand co-creation: insights from a crowdsourcing platform
—Anja Tekic, Daria Korneva []
Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis
—Lars Brand, Matthias Anderski, Tim Ströbel []