Volume 26, issue 3, May 2019

9 articles in this issue

Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension

Authors
- Luke Butcher
- Billy Sung
- Kate Raynes-Goldie
- Content type: Original Article
- Published: 20 June 2018
- Pages: 227 - 239
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
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
Evaluating the durability of brand alliances using Bayesian methods

Authors
- Anthony Koschmann
- Content type: Original Article
- Published: 16 May 2018
- Pages: 268 - 276
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
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
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
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
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

Volume 26, issue 3, May 2019

Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension

The levers of engagement: an exploration of governance in an online brand community

Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level

Evaluating the durability of brand alliances using Bayesian methods

A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector

Luxury brands pursuing lifestyle positioning: effects on willingness to pay

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

Meaningful experiences: an embodied cognition perspective on brand meaning co-creation

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

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Volume 26, issue 3, May 2019

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