...Rafael Anaya-Sánchez; Rocío Aguilar-Illescas; Sebastián Molinillo; Francisco J. Martínez-López Purpose The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM...

... investigación Purpose This study aims to develop and validate a scale for measuring online fashion brand recognition (OFBR). Design/methodology/approach Given the existing literature on brand, multiple stages of studies were conducted as a part of the scale development process. The OFBR scale...

...Lara Mendes Christ Bonella Sepulcri; Emerson Wagner Mainardes; Danilo Magno Marchiori Purpose Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used...

...Elena Delgado-Ballester; Inés López-López; Alicia Bernal-Palazón Purpose Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships. Specifically, the authors focus on the individual level...