Brand polarization represents a somewhat unorthodox approach to brand management.
Rather than foster support and minimise opposition towards a brand, polarization maintains …

Purpose Fashion brands are one of the strongest means of expressing consumers identity.
This study explores and empirically validates the concepts of brand love and hate for …

Purpose The purpose of this study is to understand the effect of different brand positions
(underdog vs top dog) and comparative advertising on consumers' brand attitudes …

Purpose Oppositional brand loyalty poses a challenge to the management of virtual
communities. This study aims to categorize these loyalty behaviors into positive (willingness …

Purpose In the dynamic landscape of the digital economy, companies are increasingly
adopting omnichannel integration strategies to enhance customer experiences. However …

A detailed search was conducted to create a bibliography of articles that should prove useful
to researchers that are conducting research in areas related to the mission of the Journal of …

Corporate activism is an important tool to bring attention to societal issues. While it can have
many benefits, it also comes with risks, such as alienating a relevant share of a firm's …

Polarization is now becoming a strategy in campaigning ads. Rabbani as a hijab brand also
uses a polarization strategy. On December 25, 2022, Rabbani released an advertisement on …