No. 30-4, May - June - July - September 2020
Index
- Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption
- When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos
- Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge
- Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking
- The significance of a sponsored event on lesser-known brands in a competitive environment
- No matter what you do, I still love you: an examination of consumer reaction to brand transgressions
- How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales
- Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms