Issues

Brand-consumer relationship management via interactive marketing opportunities

Guest editorial: Brand-consumer relationship management via interactive marketing opportunities

Liangyan Wang; Eugene Y. Chan
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The influence of spokesperson choice and product newness on consumer purchase intention

Fu Liu; Haiying Wei; Zhaoyang Sun; Zhenzhong Zhu; Haipeng (Allan) Chen
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@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations

Spencer M. Ross
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Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership

Zhengpei Wang; Xue Yang
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Decoding digital engagement: a comparative analysis of English and Turkish brand post popularity dynamics on platform X

Altug Tanaltay; Selcen Ozturkcan; Nihat Kasap
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How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective

Jiaxun He; Jingyi Hu; Fan Zhang
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Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys

José Varela Lopes; Beatriz Casais
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The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being

Do Yuon Kim; Dooyoung Choi; Namhee Yoon; Ha Kyung Lee
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The communication of sustainability on social media: the role of dialogical communication

Sara Herrada-Lores; Mariola Palazón; M. Ángeles Iniesta-Bonillo; Antonia Estrella-Ramón
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