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.

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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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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.

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The Customer Engagement Ecosystem

Ewa Maslowska, Edward C. Malthouse & Tom Collinger propose a new customer engagement model — the customer engagement ecosystem.

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Brand Orientation: Past, Present, and Future

The 2013 JMM Special Issue on Brand Orientation: Past, Present, and Future, Guest Edited by Carsten Baumgarth, Bill Merrilees & Mats Urde

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