Category: Blog
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 influencers
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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 identity
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If you could be a brand which one would you be?
Floortje Wijnands and Tripat Gill introduce Brand Affective Congruence (BAC) as a determinant of self-brand congruence.
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1, 2, 3, 4. I declare … empowerment?
Laurel Steinfield offers a counter example to the many criticisms voiced toward corporations working on women’s economic empowerment (WEE) initiatives.
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Negative customer engagement behaviour
Jaylan Azer and Matthew Alexander discuss negative customer engagement behaviour, examining the ways in which customers enact negative influence in social online networks.
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Keep it a secret!
Aïda Mimouni Chaabane and Virginie Pez investigate how the difference in the number and nature of rewards allocated to specific levels in a hierarchical loyalty programme affects customers in different tiers.
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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.
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A simple metric to track your brand heritage
Fabien Pecot discusses research that provides practitioners with a scientifically grounded metric to grasp consumers’ perception of their brand’s heritage.
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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.
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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.
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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.
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