J Mar Comm
Introduction
Journal of Marketing Communications, 31(8)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Decoding the dual desire: Expressive and impressive motivations for neo-luxury wearables
—Maria Petrescu, Sheen Kachen, Costinel Dobre, Anca Milovan-Ciuta & Mihai Orzan [] []
Fewer but better: Chinese consumers’ responses to luxury brands using green demarketing
—Suying Huang & Yushi Jiang [] []
Effect of advertisement focus on donation intention
—Li-Keng Cheng [] []
Exploring the communication strategies in baby food supply: Differences between online and retail sales of baby milk
—Stefano Massaglia, Giulia Mastromonaco, Danielle Borra, Chiara Giachino, Augusto Bargoni & Valentina Maria Merlino [] []
Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity
—Blend Ibrahim, Joe Hazzam, Sikandar Ali Qalati, Ahmad Aljarah & Paul Dobson [] []
Measuring brand personality in the digital age: a review, theoretical reconceptualization, and research agenda
—Yesel Jun & Hyunju Lee [] []
A strategic approach to CEO activism: issue selection and communication of motives
—Yeonsoo Kim [] []
‘A huge political experiment’ – exploring the political brand positioning of political parties in Jersey from an internal-external perspective’ |
—C. Pich, J. Reardon & G. Armannsdottir [] []
Value perceptions and YouTube influencer-user dynamics: a mediated pathway to enhanced trust, commitment, and purchase intentions
—Jinhee Seo, Seunghoo Lee, Kyra Newcombe & Doyle Yoon [] []
Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry
—Ghaith Al-Abdallah, Rojan Barzani, Ala’ Omar Dandis & Mohammad Al Haj Eid [] []