J Brand Man
Introduction
Journal of Brand Management, 32(4)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
From service failure to brand loyalty: evidence of service recovery paradox
—Weng Marc Lim, Victor Saha, Manish Das []
How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern
—Mengxi Yang, Mengyang Wang []
Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality
—Anja Lambrecht, Carsten Baumgarth, Jörg Henseler []
Does frontline employee friendliness during service delivery still matter in the current era? Revisiting its dimensionality effects on brand outcome
—Nurul Amirah Othman []
Examining drivers and outcome of influencer-based brand community engagement
—Kapil Khandeparkar, Purvendu Sharma, Shivan Sanjay Patel, Rubaina Shrivastava []
The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services
—Deokkyung Ock, Yongjin Hwang, Seomgyun Lee, Bradley J. Baker []