... Brand activism Brand betrayal Anthropomorphism Political branding Brand communication Consumer brand congruence Political polarization and its consequences continue unabated in the USA . Polarization refers to a society divided into two ideological poles, with opinions coalescing around...

... Advertising Computer-mediated communication Brand communication Digital marketing eWOM Gender studies User-generated content The creator economy now exceeds 207 million content creators and is projected to reach $528.4bn by 2030 (Enberg, 2025). As brands increasingly personalize consumer...

... Brand crisis Brand communication Co-branding Consumer confusion Crisis communication Moral reasoning Crisis management This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sector. Intellectual property (IP) enables brands...

... BY 4.0 licence Brand activism Brand communication Brand crisis Brand attitude Brand hate Willingness to pay more Experimental design Brand activism refers to firms adopting active positions on societal issues to connect with their customers and promote positive transformation (Sarkar...

... only Brand communication Sustainable Fashion subscription Sharing economy Environmental Machine learning Subscription services are a business model in which consumers make recurring payments at regular intervals to gain access to a product or service (Kowalkowski and Ulaga, 2024...

... 25 11 2023 28 11 2023 28 11 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Branding Sustainability Bibliometric analysis Consumer behavior Brand communication Corporate branding Brand image Social responsibility...

...Tessa Garcia-Collart Purpose In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses...

... result in the marketing- or brand-related employee outcomes that organizations desire. Regarding the organizational efforts on successful internal branding, five components of internal branding were identified: brand ideologies, brand leadership, brand-centric HRM, internal brand communication...

... responses Employer branding Brand meaning Corporate reputation Consumer brand equity Brand communication © Philipp Jaufenthaler. 2022 Philipp Jaufenthaler. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone...

... 12 05 2021 14 05 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Word-of-mouth Brand communication eWOM Brand relationships “I tell everyone who will listen to me not to go there now. It’s become a personal mission! I...

... 2021 07 04 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Negative eWOM Expectation violation Brand love Brand hate Brand communication Social media Expectation violation theory Electronic word-of-mouth (eWOM) occurs when...

... as key quality dimensions in communication with bot agents – accuracy, credibility and competence (Edwards et al., 2014). © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Quantitative methods Brand communication Brand management Artificial...

...Rico Piehler; Ayla Roessler; Christoph Burmann Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply...

... 08 05 2019 27 09 2019 02 01 2020 17 03 2020 29 05 2020 01 06 2020 02 06 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand communication Social media Brand image Luxury branding Digital marketing...

... to investigate how a dog is described and presented on dog food product packages. The results of a field study enabled us to develop the appropriate stimuli and increase reality for the series of experiments conducted in Studies 1 and 2. Brand identification Packaging Brand communication Consumer...

... with culture? SNS brand communities are consumer groups with well-developed social identities and common interests. In such communities, people develop relationships with the brands, their products/services and the co-consumers through shared experiences in a healthy interactive space (Agrawal et al...

... measures how engaging brand communications through SNS such as Facebook really are. This study utilizes measures of engagement reported by Facebook Insights. Facebook Insights is the back-end analytics tool used to support and track all activities on brand and other pages. It collates multiple data...

... recognition and trust. Previous research provides empirical evidence about the positive influence of social media-based brand community and brand engagement on predictors of brand equity, such that consumer-brand relationship and consumer-product relationship positively influence brand trust (Habibi et al...

... 29 12 2018 09 04 2019 17 07 2019 18 07 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Brand communication Social media Brand image Social marketing Brand management Integrated marketing communications Delphi study...

...@hsu.edu.hk 23 06 2018 06 12 2018 01 05 2019 24 06 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Advertising Experimental design Brand communication Consumer behaviour Brand awareness Product placement...