INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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https://link.springer.com/journal/41262/volumes-and-issues/28-6

What drives loyal fans of brand pages to take action? The effects of self-expansion and flow on loyal page fans’ sharing and creation activities
—Angeliki Nikolinakou, Joe Phua, Eun Sook Kwon [Google Scholar]

The external effect of international tourism on brand equity development process of multinational firms (MNFs)
—Yan Feng, Wen Cao, Geon-Cheol Shin, Yeujun Yoon [Google Scholar]

Consumer affinity and an extended view of the spillover effects of attitudes toward a cross-border-acquisition event
—Tiebing Shi, Han Yu, Chi Lo Lim [Google Scholar]

Brand love: conceptual and empirical investigation of a holistic causal model
—Renée Rahman, Tobias Langner, Dirk Temme [Google Scholar]

Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study
—Ridhwan O. Olaoke, Steven W. Bayighomog, Mustafa Tümer [Google Scholar]

Brands as personal narratives: learning from user–YouTube–brand interactions
—Hemant C. Sashittal, Avan R. Jassawalla [Google Scholar]

Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value
—Takumi Kato [Google Scholar]

Social media brand posts and customer engagement
—Zhan Wang [Google Scholar]