The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifies organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organiz...
Published in Journal of Brand Management
We aim for a deeper understanding of how the theory of green brand extension is effectively used in brand management practice. Therefore, we conducted three consecutive studies to unfold corporate activities as well as consumer perceptions. (1) Employing a qualitative content analysis, we explore and explicate characteristics of 37 green brand exte...
Published in Journal of Brand Management
The concept of luxury is archaic, but it is only recently that luxury marketing (LM) has caught academic attention. The result is a growth in global publications. This study examines 34 years of scientific research on LM through bibliometric and content analysis of Scopus data consisting of 893 articles from 271 journals. Results reveal that though...
Published in Journal of Brand Management
The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we address the jewelry brand PANDORA as a case study. In our empirical research, we intend to understand...
Published in Journal of Brand Management
This paper reports a three-stage study of user–brand interactions on YouTube. An initial exploration identified unique, previously unknown, constructs active in this context. Grounded hypotheses and scales were tested via two surveys separated by approximately 15 month; first survey taken pre-Covid was followed by a second survey in May 2021 (Covid...
Published in Journal of Brand Management
Consumer-driven sharing and creation activities are valuable engagement activities as they help spread awareness and interaction for brands on social media. Loyal fans of brand pages are an important audience for brand-related social media engagement, as they are more likely to recommend and advocate for brands. However, little is known about what ...
Published in Journal of Brand Management
Renewed interest in gender-sensitive studies focussing on fashion brands marketing communications across diverse cultures and generational cohorts of consumers has heightened the need for uniqueness when developing marketing strategies for fashion brands in both domestic and international markets. Following that, we surveyed 1,329 Sub-Saharan Afric...
Published in Journal of Brand Management
The rise of social media platforms (SMPs) has increased information exchange, which can influence social consumer fashion brand engagement (SCFBE). Although there is evidence that SMPs increase online purchasing, there is limited understanding regarding how SMPs affect social fashion engagement, fashion brand relevance, and buying decisions. The pr...
Published in Journal of Brand Management
Over the past three decades, corporate sponsorship has evolved into a key element in the marketing communications mix. More recently, the concept of “sponsorship-linked internal marketing” has attracted interest among scholars who study how sponsorship can build corporate identity and increase employee involvement. However, existing knowledge about...
Published in Journal of Brand Management
The purposes of this study are to integrate organizational social capital theory and consumer happiness in a prior brand identification model and test the antecedents and consequences of consumer-brand identification over time. In the context of professional football, we collected data from 374 panel registrants of an online research service firm t...
