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