Search Results - subject:"BRAND"

Don't make me hate you, my love! : perceived brand betrayal and the love-becomes-hate phenomenon

Tolunay Kuşçu, Aslı; Veloutsou, Cleopatra - In: Journal of business research : JBR 187 (2025), pp. 1-15

Persistent link: https://www.econbiz.de/10015158179

Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling

Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - In: Spanish journal of marketing 29 (2025) 1, pp. 114-135

Persistent link: https://www.econbiz.de/10015190421

Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy : role of brand endorsers

Nikhashemi, S. R.; Kennedy, Rowan; Mavondo, Felix - In: Journal of marketing communications 31 (2025) 1, pp. 21-61

Persistent link: https://www.econbiz.de/10015416620

Exploring the dynamics of Umbrella Brand and House of Brand strategies on organizational performance : a comparative analysis

Olalekan, Ajayi; Tolulpe, Adeyeye Charles; Abdulazeez, … - In: ASEAN marketing journal : Association of Southeast … 16 (2024) 2, pp. 106-130

Manuscript type: Quantitative paper Research Aims: This study examines the impact of Umbrella Brand and House of Brand … dimensions- brand awareness, customer trust, brand messaging, and brand decision-on organizational performance. Design … analyzed using descriptive and inferential statistics with IBM SPSS version 27. Research Findings: The results show that brand …

Persistent link: https://www.econbiz.de/10015439034

Disclosing dual manufacturers on private brands : does it change quality and image perception between national and private label brands?

Pérez-Santamaría, Samanta; Martos-Partal, Mercedes - In: Agribusiness : an international journal 41 (2025) 1, pp. 3-24

Persistent link: https://www.econbiz.de/10015373810

Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns

Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - In: Journal of consumer psychology : JCP ; the official … 35 (2025) 2, pp. 169-184

Persistent link: https://www.econbiz.de/10015358369

Unpacking brand co-creation : a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis

Brand, Lars; Anderski, Matthias; Ströbel, Tim - In: The journal of brand management : an international journal 32 (2025) 2, pp. 150-165

Persistent link: https://www.econbiz.de/10015330590

"I love your brand! I engage with you, and I do online brand-related activities (COBRAs)" : the role of brand value

Castro-González, Sandra; Bande, Belén; … - In: European journal of management and business economics : … 34 (2025) 3, pp. 359-383

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities … (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities …, considering the mediating effect of attitudinal brand engagement and the moderating effect of brand value on this relationship …

Persistent link: https://www.econbiz.de/10015414941

Integrating corporate identity, social responsibility, and reputation : a triadic framework for sustainable branding in hospitality & tourism

Foroudi, Pantea; Melewar, T. C.; Tzempelikos, Nektarios; … - In: International journal of hospitality management 130 (2025), pp. 1-14

Persistent link: https://www.econbiz.de/10015434695

Brand teasing : how brands build strong relationships by making fun of their consumers

Oba, Demi; Howe, Holly S.; Fitzsimons, Gavan J. - In: Journal of consumer research : JCR ; an … 52 (2025) 1, pp. 70-92

Persistent link: https://www.econbiz.de/10015425329