J Brand Man
Introduction
Journal of Brand Management, 32(5)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance
—Sojeong Kim, Jarim Kim []
Welcome, new brand colleague! A conceptual framework for efficient and effective humanAI co-creation for creative brand voice
—Alexandra Kirkby, Carsten Baumgarth, J繹rg Henseler []
The Yin and Yang of brand portfolio transformations: how conscientious lighthouse brands drive sustainability in organisations
—Florian Platzek, Anna-Karina Schmitz, Martin Fassnacht, Emily Waltermann []
Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility
—Russell Abratt, Emmanuel Silva Quaye, Nicola Kleyn []
Leveling up coolness: how VR gamification drives experiential values
—Felicitas Stein, Jo瓊o Guerreiro, Sandra Maria Correia Loureiro, Mariana Berga Rodrigues []
The effects of personal brand equity on hiring recommendation: why, how, when?
—Nikolaos Pahos, Athanasios Polyportis, Nikolaos Kyriakopoulos, Beatrice I. J. M. Van der Heijden []