Issues

Special Issue: Branding in the era of Web 2.0 (and beyond). Guest Editors: David Taylor, Iryna Pentina

Guest editorial

David Taylor; Iryna Pentina
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When perceived ability to influence plays a role: brand co-creation in Web 2.0

Eric Kennedy; Francisco Guzmán
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Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value

Michael SW Lee; Ian Soon
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Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement

Michelle Renton; Hamish Simmonds
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Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

Tuğba Özbölük; Yunus Dursun
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The moderating effect of personal features on the consequences of an enjoyable co-creation experience

Johann Füller; Volker Bilgram
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Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames

Devika Vashisht; Sreejesh S. Pillai
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Self-presentation, privacy and electronic word-of-mouth in social media

Oleksandra Pasternak; Cleopatra Veloutsou; Anna Morgan-Thomas
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Corrigendum

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