No. 28-2, March 2019
Index
- Latest research on brand relationships: introduction to the special issue
- The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits
- Brand communities’ relational outcomes, through brand love
- Consumer – green brand relationships: revisiting benefits, relationship quality and outcomes
- Health and fitness online communities and product behaviour
- Brand love: the emotional bridge between experience and engagement, generation-M perspective
- Brand engagement without brand ownership: a case of non-brand owner community members
- The effect of brand authenticity on consumer–brand relationships
- Matching-up celebrities’ brands with products and social causes
- The impact of perceptions of politician brand warmth and competence on voting intentions
- Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships
- How much is “too much” for a brand to use an advergame with children?
- How brand personality and failure-type shape consumer forgiveness