Issues

Special Issue: Consumer brand relationships. Guest Editor: Marc Fetscherin

Editorial

Marc Fetscherin; Ricardo Roseira Cayolla; Francisco Guzmán; Cleopatra Veloutsou
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Market brand equity: lost in terminology and techniques?

Don Schultz
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Exploring behavioural branding, brand love and brand co-creation

Hans Ruediger Kaufmann; Sandra Maria Correia Loureiro; Agapi Manarioti
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Brand love and positive word of mouth: the moderating effects of experience and price

Heikki Karjaluoto; Juha Munnukka; Katrine Kiuru
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The impact of brand evangelism on oppositional referrals towards a rival brand

Francois Marticotte; Manon Arcand; Damien Baudry
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What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength

Jung Ok Jeon; Sunmee Baeck
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Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm

Apostolos Giovanis
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The relative impacts of experiential and transformational benefits on consumer-brand relationship

Sabrina Trudeau H.; Saeed Shobeiri
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Brand typicality impact on brand imitations evaluation and categorization

André Le Roux; Marinette Thébault; Yves Roy; François Bobrie
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