Issues

The history of academic research in marketing and its implications for the future

Brian T. Ratchford
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Followers’ reactions to influencers’ Instagram posts

Daniel Belanche; Marta Flavián; Sergio Ibáñez-Sánchez
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Be a part of it: promoting WOM, eWOM, and content creation through customer identification

Jaime Romero; Daniel Ruiz-Equihua
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Conceptualising online fashion brand recognition: scale development and validation

Muhammad Sabbir Rahman; Md Afnan Hossain; Md Rifayat Islam Rushan; Mohammad Tayeenul Hoque; Hasliza Hassan
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Brand orientation: a systematic literature review and research agenda

Lara Mendes Christ Bonella Sepulcri; Emerson Wagner Mainardes; Danilo Magno Marchiori
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Attitudes toward organic products: a cross-national comparison and scale validation

Francisco Sarabia-Andreu; Francisco J. Sarabia-Sanchez; María Concepción Parra-Meroño; Pablo Moreno-Albaladejo
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How harmful are online firestorms for brands?: An approach to the phenomenon from the participant level

Elena Delgado-Ballester; Inés López-López; Alicia Bernal-Palazón
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