Brand equity, a strategic marketing asset, can elicit a welcoming, unique relationship that
characterizes the bond between products and customers. An essential aspect of brand …

A brand scandal impacts not just the brand, but also different stakeholders in the society.
However, there is not enough literature in the domain of brand scandals and consumers' …

Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The
authors present a taxonomy of the main determinants and outcomes of brand hate and …

Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

Purpose Brand love is perceived as one of the main objectives in brand management.
Nevertheless, research into the factors influencing brand love are scarce. This paper aims to …

The purpose of this study is to investigate the brand hate phenomenon for service products
in a cross-channel setting (offline/online environment). To reach this objective, structural …

Purpose–This paper aims to look into contemporary thinking within the brand equity
paradigm, with a view to establishing avenues for further research on the drivers of brand …

The purpose of this study is to employ the existing theory on crisis management and
corporate branding in a service context to explore how tourism businesses in Thailand can …

During the COVID-19 pandemic crisis, the media reported different kinds of issues that
global fashion retailers face. They had to unexpectedly dismiss garment workers and …

This research investigates to what extent brand authenticity lessens the impact of a brand
scandal on consumer responses to the brand involved in the scandal. A 2× 2 experiment …