INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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https://www.emerald.com/insight/publication/issn/1061-0421/vol/30/iss/8

Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements
—Michel Laroche, Rong Li, Marie-Odile Richard, Muxin Shao [Google Scholar]

Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation
—Sanmitra Sarkar, Saikat Banerjee [Google Scholar]

I can’t stop hating you: an anti-brand-community perspective on apple brand hate
—Clarinda Rodrigues, Amélia Brandão, Paula Rodrigues [Google Scholar]

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence
—Junyun Liao, Xuebing Dong, Ziwei Luo, Rui Guo [Google Scholar]

Green brand communication, brand prominence and self–brand connection
—Jialing (Catherine) Lin, Zhimin Zhou, Civilai Leckie [Google Scholar]

The relationship of brand attachment and mobile banking service quality with positive word-of-mouth
—Lova Rajaobelina, Sandrine Prom Tep, Manon Arcand, Line Ricard [Google Scholar]

Effects of transparent brand communication on perceived brand authenticity and consumer responses
—Jing Yang, Ava Francesca Battocchio [Google Scholar]

The effects of consumer esports videogame engagement on consumption behaviors
—Amir Zaib Abbasi, Muhammad Asif, Linda D. Hollebeek, Jamid Ul Islam, Ding Hooi Ting, Umair Rehman [Google Scholar]

Brand bravery: conceptualization, scale development and validation
—Kokil Jain, Isha Jajodia, Piyush Sharma, Gurinder Singh [Google Scholar]

The impact of service category and brand positioning on consumer animosity in the service sector – a social identity signaling perspective
—Cher-Min Fong, Hsing-Hua Stella Chang, Pei-Chun Hsieh, Hui-Wen Wang [Google Scholar]

The effects of brand equity and failure severity on remedy choice after a product recall
—Sascha Raithel, Alexander Mafael, Stefan J. Hock [Google Scholar]

The health halo of morality- and purity-signifying brand names
—Clinton Amos, Jesse King, Skyler King [Google Scholar]

Basing a claim on “negatives free”: when does it serve as a quality cue?
—Hsuan-Hsuan Ku, Yi-Ting Chang [Google Scholar]

The experience – economy revisited: an interdisciplinary perspective and research agenda
—Yanina Chevtchouk, Cleopatra Veloutsou, Robert A. Paton [Google Scholar]