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INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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Higher power, higher purpose: God’s influence on self-improvement products
—Mansi Gupta []

The impact of online brand roasting on brand attitude and brand preference: moderating effects of other brand versus consumer targets
—Sphurti Sewak; Todd C. Haderlie, Jr.; Anthony D. Miyazaki []

Analyzing sequential purchasing behavior and prioritizing brands in loyalty programs
—Jin Fang; Hanxi Sun; Junhee Kim []

Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship
—Yuchen Zhang; Tingyu Hou; Hirotaka Matsuoka []

Exploring the pathway of improving B2B brand equity in digital era: integrating digital orientation to brand ambidexterity
—Lei Huang; Lihong Xiang; Chaoyan Wu []

Contingency consumer brand evaluations during recessions: a meta-analysis and systematic review
—Walter Palomino-Tamayo; José Luis Wakabayashi ; Guido Rojer []

Exploring brand attitude in e-commerce using the S-O-R model: the role of information quantity, information quality and source credibility
—Francisco Javier Blanco-Encomienda ; Elena Rosillo-Díaz []

Marketing communications of brand-related stereotypes and consumer responses: a mixed-method approach
—Živa Kolbl ; Maja Arslanagic-Kalajdzic; Emmanuella Plakoyiannaki; Adamantios Diamantopoulos []

Selective brand activism: when brands lend sociopolitical issues inconsistent support
—Aaminah Zaman Malik; Fayez Ahmad; Francisco Guzmán []

Building strong employer brands: the role of gamification
—Isabel Buil; Sara Catalán; Blanca Hernández-Ortega []

Travelling bumpy roads: how consumers experience brand transgressions in the online environment
—Anna-Marie Klütz; Carmen-Maria Albrecht []