Issues

Special Issue: Exploring human brands. Guest Editors: Julie Guidry Moulard, Kathrynn Pounders

Guest editorial

Julie Guidry Moulard; Kathrynn Pounders
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A thematic exploration of human brands: literature review and agenda for future research

Maria Lucila Osorio; Edgar Centeno; Jesus Cambra-Fierro
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You are a brand: social media managers’ personal branding and “the future audience”

Jenna Jacobson
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A study on the dynamics between the moral reasoning process and celebrity image and their impact on consumers’ support for celebrity comebacks after a transgression

Hosun Lee; Dae Ryun Chang; Sabine Einwiller
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“It’s good.” “says who?”: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors’ human brand identity

Camille Pluntz; Bernard Pras
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Understanding the relationships between social media influencers and their followers: the moderating role of closeness

Brian J. Taillon; Steven M. Mueller; Christine M. Kowalczyk; Daniel N. Jones
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The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

Chengchen Liu; Ya Zhang; Jing Zhang
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What makes followers loyal? The role of influencer interactivity in building influencer brand equity

Sunghee Jun; Jisu Yi
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The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football

Wioleta Kucharska; Ilenia Confente; Federico Brunetti
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Consumers and their celebrity brands: how personal narratives set the stage for attachment

Bennie Eng; Cheryl Burke Jarvis
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