Tag: brand
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.
Read moreHow 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
Read moreIf 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.
Read moreCapturing 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.
Read moreThe Customer Engagement Ecosystem
Ewa Maslowska, Edward C. Malthouse & Tom Collinger propose a new customer engagement model — the customer engagement ecosystem.
Read moreBrand 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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