| The brand activism paradox: a recursive loop of risk and resolution Mithila Guha & Serkan Saka | 2026 | 0 citations |
| In search of mechanisms for influencer defence: the consequences of influencer credibility and authenticity Amy Wong & Yu-Chen Hung | 2026 | 0 citations |
| Influence of celebrity endorsement on brand equity: the roles of credibility and brand identification Angel Millán et al. | 2026 | 0 citations |
| When stars fall: streamer fame, consumer retaliation, and brand spillover in product failure episodes Rong Liu et al. | 2026 | 0 citations |
| The power of traditional culture: elevating brands through traditional cultural concepts in advertising C. W. Liu & Zheng Zhang | 2026 | 0 citations |
| Assessing CSR initiatives: towards the development of a net benefits scorecard Steve Hoeffler et al. | 2026 | 0 citations |
| The resilient grass in the storm: brand resilience in uncertain contexts Chunqing Li & Riyan Hao | 2026 | 0 citations |
| ‘Why Do It?’ Revoicing an iconic brand for an anxious generation Nicholas Ind et al. | 2026 | 0 citations |
| Walk the talk: role of credibility cues in consumer evaluation of brand activism across diverse socio-political contexts Sang-Eun Byun & Manveer Mann | 2026 | 0 citations |
| Phonetic, semantic, and phono-semantic methods of brand name translation: an eye-tracking study on Chinese consumers’ perception Ying Cui & Xiao Liu | 2026 | 0 citations |
| Brand equity and corporate social irresponsibility: evidence from an emerging market Siyu Hou et al. | 2026 | 0 citations |
| Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand Siwei Xiao & Xiaoyu Chen | 2025 | 11 citations |
| From service failure to brand loyalty: evidence of service recovery paradox Weng Marc Lim et al. | 2025 | 9 citations |
| Leveling up coolness: how VR gamification drives experiential values Felicitas Stein et al. | 2025 | 5 citations |
| How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern Mengxi Yang & Mengyang Wang | 2025 | 4 citations |
| Examining the effects of ideological incompatibility on negative word-of-mouth for service brands Shahidul Islam et al. | 2025 | 3 citations |
| ‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers Cristina Fona et al. | 2025 | 3 citations |
| Examining drivers and outcome of influencer-based brand community engagement Kapil Khandeparkar et al. | 2025 | 3 citations |
| The moral states we seek: conscientious corporate branding for the perplexed Nils Grimm et al. | 2025 | 2 citations |
| Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing Theres Rüger et al. | 2025 | 2 citations |