No. 27-2, March 2018
Index
- Editorial
- Decoding the effects of a product’s cast shadow in brand advertising
- Brand personality: theory and dimensionality
- Asymmetric cognitive, emotional and behavioural effects of values-related and performance-related negative brand publicity
- An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions
- To tell or not to tell? The impact of communicating consumer participation in new product development
- Brand loyalty: exploring self-brand connection and brand experience
- How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy
- In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands
- Corporate brand transgression and punishing the transgressor: moderation of religious orientation