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Journal Articles

Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement

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Nebojsa S. Davcik, Daniela Langaro, Colin Jevons, Rita Nascimento
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2022) 31 (1): 163–174.
https://doi.org/10.1108/JPBM-06-2020-2971
Published: 28 May 2021
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Journal Articles

An introduction to the special issue on the past, present and future research on deliberate lookalikes

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Nebojsa S. Davcik, Piyush Sharma, Ricky Chan, Rajat Roy
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2019) 28 (6): 701–706.
https://doi.org/10.1108/JPBM-07-2019-2464
Published: 05 September 2019
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Journal Articles

Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

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Nebojsa S. Davcik, Rui Vinhas da Silva, Joe F. Hair
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2015) 24 (1): 3–17.
https://doi.org/10.1108/JPBM-06-2014-0639
Published: 16 March 2015
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