INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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https://www.emerald.com/insight/publication/issn/1061-0421/vol/32/iss/3

Positioning products through names: effect of sound symbolism on perception of products with blended brand names
—Sunny Vijay Arora, Arti D. Kalro, Dinesh Sharma [Google Scholar]

Do products branded with handwritten scripts suffer more amid product-harm crises?
—Rubing Bai, Baolong Ma, Zhichen Hu, Hong Wang [Google Scholar]

Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism
—Shuang Yang, Jiarong Tang, Jian Cai, Gongxing Guo [Google Scholar]

Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation
—Wondwesen Tafesse, Bronwyn P. Wood [Google Scholar]

Brand equity and stock performance in time of crisis: evidence from the COVID-19 pandemic
—Maryam Farhang, Omid Kamran-Disfani, Arash H. Zadeh [Google Scholar]

Pro-environmental messages have more effect when they come from less familiar brands
—Vera Herédia-Colaço [Google Scholar]

Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation
—Hsuan-Hsuan Ku, Pei-Ting Chen [Google Scholar]

Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding
—Sang Bong Lee, Taewon Suh [Google Scholar]

Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles
—Aidin Namin, Seth Ketron [Google Scholar]

When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity
—Andreas Strebinger, Thomas Otter [Google Scholar]