This article surveys the theoretical and empirical literature on mechanisms that confer
advantages and disadvantages on first‐mover firms. Major conceptual issues are …

Recent research in information economics has focused on signals as mechanisms to solve
problems that arise under asymmetric information. A firm or individual credibly …

In today's marketplace, consumers want brands to take a stand on sociopolitical issues.
When brands match activist messaging, purpose, and values with prosocial corporate …

Technological advances have resulted in a hyperconnected world, requiring a
reassessment of branding research from the perspectives of firms, consumers, and society …

Building on source-credibility theory, the authors tested a structural model for advertisers
and scholars to explain brand outcomes of celebrity endorsement. the empirical context is …

Purpose Brand love is associated with consumer behaviours that are key for organisational
performance. However, research on the antecedents of brand love is sparse. The current …

Research has shown brand equity to moderate the relationship between online customer
reviews (OCRs) and sales in both the emerging Blu-ray and mature DVD player categories …

Brand equity is an essential concept in marketing academia and practice. The term came
into use during the late 1980s, and the importance of conceptualizing, measuring and …

Adopted internationally by business schools, MBA programmes and marketing practitioners
alike, The New Strategic Brand Management is simply the reference source for senior …

As valuable assets of corporations, governments and not-for-profit organizations, brands
have attracted considerable research attention. We know a lot about how brands create …