J Prod Brand Man
Introduction
Journal of Product & Brand Management, 35(3)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Guest editorial: Interpretive approaches to branding
—Bernard Cova; Daniele Dalli []
The brand behind the curtain: decoupling, recoupling and moral conflict in social media
—Rossella C. Gambetti; Robert Kozinets; Silvia Biraghi []
Bridging old and new: a comparison of the perceived value of firsthand and secondhand luxury among Millennials and Gen Z
—Ling Jiang; Nathalie Veg-Sala []
The power of the unspoken: how brands implicitly reference specific brands in indirect comparative advertising
—Janina Rebecca Kauz; Johanna F. Gollnhofer []
Marketplace icons and iconic brands: exploring place in the myth-making process
—Gregorio Fuschillo; Teresa Marrone; Luigi Cantone; Emidio Mansi []
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53
—Coral Cenizo []
Examining a hyper-human virtual brand ambassador as a brand personification strategy
—Katie Louise Leggett; William E. Davies []
The role of social media content creators in reputation repair: a netnographic study of Depp v. Heard
—Ania Izabela Rynarzewska; Lubna Nafees; Kristine C. Johnson; Stephen LeMay ; Marilyn Michelle Helms []
Community internal activism for CSR brand repositioning
—Cristina Longo; Fatima Regany []