INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

---

Brands in the digital world: challenges and perspectives

Introduction

Editorial to the special issue brands in the digital world: challenges and perspectives
—Mohamed Akli Achabou & Isabelle Aimé [Publisher] [Google Scholar]

Brands in the digital world: challenges and perspectives

Digital brand content: underlying nature and rationales of a hybrid marketing practice
—Sandra Arrivé [Publisher] [Google Scholar]

Psychological ownership towards online brand communities driving brand engagement: a visitors’ perspective
—Jitender Kumar [Publisher] [Google Scholar]

Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram
—Marta Oliveira & Teresa Fernandes [Publisher] [Google Scholar]

Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing
—Rico Piehler, Michael Schade, Julia Sinnig & Christoph Burmann [Publisher] [Google Scholar]

Brand identity dynamics – reinforcement or destabilisation of a sport brand identity through the introduction of esports?
—Hans Mühlbacher, Marjorie Bertschy & Michel Desbordes [Publisher] [Google Scholar]