No. 28-7, November 2019
Index
- Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building
- Protecting brands from product failure using extended warranties
- Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption
- New product performance advantages for extending large, established fast moving consumer goods (FMCG) brands
- Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands
- Engaging consumers in mobile instant messaging: the role of cute branded emoticons
- The immediate effect of corporate social responsibility on consumer-based brand equity
- Brand identification, cause-brand alliances and perceived cause controversy
- Examining the drivers of employee brand understanding: a longitudinal study