Understanding Modest Fashion through critical technocultural discourse analysis
Kelly Pemberton & Jennifer Takhar use critical technocultural discourse analysis to evaluate the online productions of 4 hijabi (veiled) French Muslim fashion influencersRead more
How can film directors rely on their human brand identity for career purposes?
Camille Pluntz and Bernard Pras reveal the nature of the socially valued attributes anchoring film director identityRead more
Why should we care about the flow of products through experiences?
Taking products into and outside touristic sites can have deeper meanings according to research developed by Jannsen Santana and Delane Botelho.Read more
The secret ingredient for superior customer experience – the body
Tiina-Kaisa Kuuru & Elina Närvänen analyse the role of embodied interaction in customer experience in the group fitness context.Read more
Using controversial celebrities as endorsers for luxury fashion brands
François Carrillat & Anne-Maree O’Rourke, along with their co-author Catherine Plourde, investigate whether a negatively publicised celebrity endorser can lead to favourable brand attitudes toward a luxury fashion product.Read more
Can marketers create brand value by fanning the flames of a social media firestorm?
Joachim Scholz and Andrew N. Smith investigate how social media firestorms can actually provide opportunities to create brand value, and argue that brands can benefit from fighting back online.Read more