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Journal Articles

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

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Chengchen Liu, Ya Zhang, Jing Zhang
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2020) 29 (6): 783–801.
https://doi.org/10.1108/JPBM-11-2018-2106
Published: 29 June 2020
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Journal Articles

Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure

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Ya Zhang, Jing Zhang, Kongkidakarn Sakulsinlapakorn
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2021) 30 (3): 415–432.
https://doi.org/10.1108/JPBM-07-2019-2470
Published: 30 March 2020
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