J Brand Man
Introduction
Journal of Brand Management, 33(3)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Decoding celebrity-owned brand coolness: exploring its impact on brand experience through tight and loose cultural contexts
—K. R. Radhika, Anubhav A. Mishra []
Brand orientation and firm innovation quality: the moderation role of AI development and government subsidies
—Ming Pang, Chunhui Huo, Xiaorui Wang, Tariq H. Malik []
Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification
—Joaquim Silva, Francisca Abreu []
The role of storytelling in the branding of SMEs
—Peter Fluhrer []
Media coverage and band equity: evidence from China with institutional moderators
—Kui Wang, Zhenbin Guan, Ri Na, Zhaoyang Guo, Xuebing Dong []
Branding through endorsers: deploying endorser-related MGC to drive product sales
—Min Zhang, Yuzhuo Li, Yiwei Li, Rong Wang, Yuhui Zhang []