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Research article

First published 2023-7

Impact of social media brand blunders on brand trust and brand liking

Ceren Hayran, Melis Ceylan

International Journal of Market Research

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Research article

First published 2015-11

Does a Virtual like Cause Actual Liking? How following a Brand's Facebook Updates Enhances Brand Evaluations and Purchase Intention

Camiel J. Beukeboom, Peter Kerkhof, Metten De Vries

Journal of Interactive Marketing

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Research article

First published 2017-2

Does “Liking” Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

Leslie K. John, Oliver Emrich, Sunil Gupta [...]

Journal of Marketing Research

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Research article

First published 2022-2

I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation

Stefan F. Bernritter, Annemijn C. Loermans, Anniek W. Eigenraam [...]

Journal of Interactive Marketing

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Research article

First published 2018-8

Don't Just “Like” Me,Promote Me: How Attachment and Attitude Influence Brand Related Behaviors on Social Media

Rebecca VanMeter, Holly A. Syrdal, Susan Powell-Mantel [...]

Journal of Interactive Marketing

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Research article

First published 2012-11

Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings

Rebecca Walker Naylor, Cait Poynor Lamberton, Patricia M. West

Journal of Marketing

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Research article

First published 2022-5

A Brand Like a Friend—How Brand Likeability Influences Brand Perception

Martin Ohlwein, Pascal Bruno

International Journal of Market Research

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Research article

First published 2016-3

Act Like a Retailer,Think Like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context

Rashmi, Hamendra Dangi

Asia-Pacific Journal of Management Research and Innovation

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Research article

First published 2025

Navigating Expressions of Femininity in Online Influencer Culture: A Content Analysis of Collegiate Women Athlete Branding in the Age of “Name,Image,and Likeness”

Shannon Scovel

Journalism & Mass Communication Quarterly

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Research article

First published 2021-5

What do people “like” on Facebook? Content marketing strategies used by retail bank brands in Australia and Singapore

Pengji Wang, Breda McCarthy

Australasian Marketing Journal

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