... only Brand engagement Customer engagement Negative brand engagement Digital marketing Expectation violation Chatbots Qualitative research Quantitative methods In today’s landscape, branded chatbots are becoming central to customer interactions. For instance, retailers like H&M...

... Quantitative methods Judgment and decision-making Advertising Marketing strategy Gender studies Consumer psychology Today, inclusivity in corporate marketing is not only a moral imperative, but also a strategic priority because it generates more favorable brand perceptions, drives higher sales...

... Trademarks Quantitative methods Brand lifecycle Survival analysis Brands and branding activities are key topics in marketing and management studies. During the last decades, business academic journals have published hundreds of articles devoted to exploring the complexity of brand equity from...

... can be contacted at: ycheng20@ncsu.edu 14 05 2020 01 12 2020 01 02 2021 19 03 2021 20 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Quantitative methods Brand communication Brand management Artificial...

... performance Dynamic capabilities theory Resource-based theory New product management Innovation management Quantitative methods SEM Many firms rely on their new product performance as a significant source of competitive advantage; hence, understanding the contributory factors to new product...

... Quantitative methods Brand performance Brand co-creation Celebrity branding Building a strong professional human brand has become a challenge and a strategic goal for individuals who embody these brands (Parmentier, 2011 ; Parmentier and Fischer, 2012 ; Muniz et al., 2014...

... is the corresponding author and can be contacted at: gbhaduri@kent.edu © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Values Consumer behaviour Brand communication Luxury branding Customer value Quantitative methods Brand luxury Fashion marketing...

... content strategies. Laurence Carsana is the corresponding author and can be contacted at: laurence.carsana@univ-grenoble-alpes.fr © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Quantitative methods Quality Brand evaluation Consumer behaviour...

... image Consumer behavior Quantitative methods Brand identity An executive summary for managers and executive readers can be found at the end of this issue. In the current era of a competitive business environment, brand marketers are forced to strive hard to remain relevant...

... in their efforts at establishing, maintaining or reframing market “positions” for their offerings. Charles Blankson can be contacted at: charles.blankson@unt.edu © Emerald Group Publishing Limited 2014 Advertising Qualitative research Financial services Media Positioning Quantitative methods...