Volume 26, issue 3, May 2019
9 articles in this issue
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The levers of engagement: an exploration of governance in an online brand community
Authors
- Tony Cooper
- Constantino Stavros
- Angela R. Dobele
- Content type: Original Article
- Published: 27 July 2018
- Pages: 240 - 254
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Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level
Authors
- Dong Hoo Kim
- Doori Song
- Content type: Original Article
- Published: 17 July 2018
- Pages: 255 - 267
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Evaluating the durability of brand alliances using Bayesian methods
Authors
- Anthony Koschmann
- Content type: Original Article
- Published: 16 May 2018
- Pages: 268 - 276
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A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector
Authors
- Ulrika Leijerholt
- Chris Chapleo
- Helen O’Sullivan
- Content type: Original Article
- Published: 14 May 2018
- Pages: 277 - 290
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Luxury brands pursuing lifestyle positioning: effects on willingness to pay
Authors
- Francesco Massara
- Daniele Porcheddu
- Robert D. Melara
- Content type: Original Article
- Published: 18 May 2018
- Pages: 291 - 303
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Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices
Authors
- Line Schmeltz
- Anna Karina Kjeldsen
- Content type: Original Article
- Published: 24 July 2018
- Pages: 304 - 316
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Meaningful experiences: an embodied cognition perspective on brand meaning co-creation
Authors
- Jens Stach
- Content type: Original Article
- Published: 27 July 2018
- Pages: 317 - 331
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How service quality affects university brand performance, university brand image and behavioural intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mode
Authors
- Parves Sultan
- Ho Yin Wong
- Content type: Original Article
- Published: 20 June 2018
- Pages: 332 - 347