INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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https://www.emerald.com/insight/publication/issn/1061-0421/vol/29/iss/4

Evaluation of brand relationship quality using formative index: a novel measurement approach
—Kishalay Adhikari, Rajeev Kumar Panda [Google Scholar]

Online brand advocacy (OBA): the development of a multiple item scale
—Violetta Wilk, Geoffrey Norman Soutar, Paul Harrigan [Google Scholar]

Cognitive and emotional resistance to innovations: concept and measurement
—Cristiano A.B. Castro, Felipe Zambaldi, Mateus Canniatti Ponchio [Google Scholar]

Brand love measurement scale development: an inter-cultural analysis
—Vasco M. Pontinha, Rita Coelho do Vale [Google Scholar]

Corporate social responsibility and business ethics: conceptualization, scale development and validation
—Dana E. Harrison, O.C. Ferrell, Linda Ferrell, Joe F. Hair, Jr [Google Scholar]

Discriminant validity of the customer-based corporate reputation scale: some causes for concern
—Lăcrămioara Radomir, Ovidiu I. Moisescu [Google Scholar]

Guest editorial
—Victoria Crittenden, Marko Sarstedt, Claudia Astrachan, Joe Hair, Carlos Eduardo Lourenco [Google Scholar]

Consumer engagement in social media: scale comparison analysis
—Mateus Ferreira, Felipe Zambaldi, Diego de Sousa Guerra [Google Scholar]

A history of brand misdefinition – with corresponding implications for mismeasurement and incoherent brand theory
—John F. Gaski [Google Scholar]