INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: TOCs

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https://academic.oup.com/jcr/issue/48/4

Introduction

Three Themes for the Future of Brands in a Changing Consumer Marketplace
—Margaret C Campbell; Linda L Price [Google Scholar]

Essay

The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration
—Kevin Lane Keller [Google Scholar]

Exposure to Brands Makes Preferential Decisions Easier
—Ryan Rahinel; Ashley S Otto; Daniel M Grossman; Joshua J Clarkson [Google Scholar]

From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust
—Isabelle Engeler; Kate Barasz [Google Scholar]

How Brands Craft National Identity
—Michael B Beverland; Giana M Eckhardt; Sean Sands; Avi Shankar [Google Scholar]

Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships
—Claudio Alvarez; Danielle J Brick; Susan Fournier [Google Scholar]

Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands
—Maria A Rodas; Deborah Roedder John; Carlos J Torelli [Google Scholar]

One Brand, Many Trajectories: Narrative Navigation in Transmedia
—Stephanie Feiereisen; Dina Rasolofoarison; Cristel Antonia Russell; Hope Jensen Schau [Google Scholar]

A Framework of Brand Contestation: Toward Brand Antifragility
—Daniel Dietrich; Cristel Antonia Russell [Google Scholar]

The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products
—Minju Han; George E Newman; Rosanna K Smith; Ravi Dhar [Google Scholar]

Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace
—Verena E Wieser; Marius K Luedicke; Andrea Hemetsberger [Google Scholar]