Issues

Social media influencer (SMI) as a human brand – a need fulfillment perspective

Aaminah Zaman Malik; Sajani Thapa; Audhesh K. Paswan
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Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward

Denise Linda Parris; Francisco Guzmán
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Art infusion phenomenon: a systematic literature review

Mansi Gupta; Rakesh Mohan Joshi
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Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals

Elena Delgado-Ballester; Inés López-López; Alicia Bernal
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Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset

Wojciech Trzebinski; Piotr Gaczek; Beata Marciniak
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Fueling and cooling firestorms: how online community members enable and disable online negative e-WOM

Tyler Hancock; Michael Breazeale; Frank G. Adams; Haley Hardman
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Take heed of those you reject: a candidate’s view of employer reputation

Shuai Chen; Weiwen Wang; Juan Zhou; Shuyue Zhang; Anqi Ge; Juan Feng; Yun Zhou
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# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information

Thilini Chathurika Gamage; Nicholas Jeremy Ashill
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Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

Asif Ali Safeer; Hancheng Liu
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Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

Amy Wong; Yu-Chen Hung
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