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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

Journal of Product & Brand Management (2023) 32 (2): 257–272.

https://doi.org/10.1108/JPBM-08-2021-3627

Published: 23 September 2022

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Journal Articles

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Elena Delgado-Ballester

Journal of Product & Brand Management (2021) 30 (4): 626–638.

https://doi.org/10.1108/JPBM-11-2019-2639

Published: 04 September 2020

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Journal Articles

Does brand trust matter to brand equity?

Elena Delgado‐Ballester, José Luis Munuera‐Alemán

Journal of Product & Brand Management (2005) 14 (3): 187–196.

https://doi.org/10.1108/10610420510601058

Published: 01 May 2005

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