Retail business in Indonesia become an informal industry sector is high developing. From
this phenomenon, some retailers in Indonesia try to package the products they sell with their …

Purpose This study aims to examine the relationships between the online communities'
characteristics and resilience to negative information (RNI) mediated by both brand …

Purpose Service branding research predominantly focuses on the purchase and
postpurchase stages of the customer journey. This study aims to expand the lens of enquiry …

The primary research objective was to test the masstige model, which is a mechanism to
explain the relationship between symbolic value associated with a brand and brand …

Purpose The extensive brand associations research lacks organisation when it comes to the
used information cues. This paper aims to systematically map and categorise the brand …

Purpose Social media's role in engaging participants in sports events, particularly during the
pandemic, is acknowledged. However, previous studies often utilized sports events for …

Adopting a multi-stakeholder perspective on brand management, this paper discusses
different methodological approaches that allow for a cross-stakeholder evaluation of …

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection
of scales in brand management. Scales are a critical tool for researchers measuring …

Brand managers are wary of consumers who are either unaware of new brands or have an
unfavorable attitude toward their brands. In this study, we investigate the creation of a self …

Cognitive brand research conceives brand strength as the result of brand association
characteristics, like favorability, number, uniqueness, and consensus. Most research uses …