brand Archives - Journal of Marketing Management

Advancing theory on marketing responses to mitigate the negative consequences of brand crises

JMM Special Issue: Advancing theory on marketing responses to mitigate the negative consequences of brand crises. (Deadline for submissions 3 October 2022). Guest Editors: Paolo Antonetti, Ilaria Baghi, Carmen Valor.

18th October 2021

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

7th July 2020

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.

22nd June 2020

Capturing consumer engagement

Laurence Dessart discusses her research with Cleopatra Veloutsou & Anna Morgan-Thomas, which developed a 22-question scale to measure the ABC of real online consumer engagement.

21st March 2016