https://link.springer.com/journal/41262/26/3

Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension
Luke Butcher, Billy Sung & Kate Raynes-Goldie

The levers of engagement: an exploration of governance in an online brand community
Tony Cooper, Constantino Stavros & Angela R. Dobele

Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level
Dong Hoo Kim & Doori Song

Evaluating the durability of brand alliances using Bayesian methods
Anthony Koschmann

A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector
Ulrika Leijerholt, Chris Chapleo & Helen O’Sullivan

Luxury brands pursuing lifestyle positioning: effects on willingness to pay
Francesco Massara, Daniele Porcheddu & Robert D. Melara

Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices
Line Schmeltz & Anna Karina Kjeldsen

Meaningful experiences: an embodied cognition perspective on brand meaning co-creation
Jens Stach

How service quality affects university brand performance, university brand image and behavioural intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mode
Parves Sultan & Ho Yin Wong

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