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Research article

First published 2012-7

Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility between values Matter?

Carlos J. Torelli, Ayşegül Özsomer, Sergio W. Carvalho [...]

Journal of Marketing

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Research article

First published 2018-12

Family Firm Reputation and Humanization: Consumers and the Trust Advantage of Family Firms Under Different Conditions of Brand Familiarity

Susanne Beck, Reinhard Prügl

Family Business Review

Open access

Research article

First published 2021-1

Multilevel Linking Service Innovation,Service Sweethearting,and Brand Association: The Moderating Role of Sustainable Human Resource Management

Meng-Hsiu Lee, Chan Wang, Tzu-Jung Wu [...]

Sage Open

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Research article

First published 2013-5

When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings

Marina Puzakova, Hyokjin Kwak, Joseph F. Rocereto

Journal of Marketing

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Research article

First published 2023-1

Artist Names as Human Brands: Brand Determinants,Creation and co-Creation Mechanisms

Francesco Angelini, Massimiliano Castellani, Pierpaolo Pattitoni

Empirical Studies of the Arts

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Research article

First published 2006-7

Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities

Matthew Thomson

Journal of Marketing

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Research article

First published 2021-11

Adaptation and Extension of a Human Charisma Scale to Measure Non-luxury Product Brand Charisma

Jane E. Workman, Seung-Hee Lee

Australasian Marketing Journal

Open access

Research article

First published 2024-3

Impact of Athlete Brand Image Dimensions on the Young Consumers’ Psychological Attachment

Shibin K., Abdul Azees P.

NMIMS Management Review

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Research article

First published 2024-9

How prevalent are suggestive brand names and Distinctive Assets? An AI-human approach

Larissa Mae Bali, Zachary William Anesbury, Peilin Phua [...]

International Journal of Market Research

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Research article

First published 2019-8

Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand

Susan Fournier, Giana M. Eckhardt

Journal of Marketing Research

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