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