No. 28-4, July 2019

Index

• Like a chameleon: the polychromatic virtue of dynamic brands
• Wellness branding: insights into how American and Finnish consumers use wellness as a means of self-branding
• The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality
• Sincerity or ploy? An investigation of corporate social responsibility campaigns
• Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity
• The impact of envy on brand preference: brand storytelling and psychological distance as moderators
• Brand cultural symbolism, brand authenticity, and consumer well-being: the moderating role of cultural involvement
• Exploring conspicuous compassion as a brand management strategy
• The interplay between SME owner-managers and the brand-as-a-person