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Research article

First published 2022-3

Lead by Example: An Exploration of the Athlete Brand as a Role Model

Olzhas Taniyev, Brian S. Gordon

Sport Marketing Quarterly

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Research article

First published 2018-11

Role of biological sex and gender roles on perceived brand personality

Bikash Kumar Rup, Jyotiranjan Gochhayat, Sasmita Samanta

International Journal of Knowledge-Based and Intelligent Engineering Systems

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Research article

First published 2026-2

Role conflicts in brand journalism: Amid organizational goals,audience demands,and journalistic values

Benno Viererbl, Thomas Koch

Journalism

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Research article

First published 2025-8

Political Ideology and Anthropomorphized Servant Versus Partner Brand Roles

Yuanyuan (Gina) Cui, Patrick van Esch, Eric Harvey [...]

Australasian Marketing Journal

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Research article

First published 2017-5

Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment

Yi He, Qimei Chen, Ruby P. Lee [...]

Journal of Interactive Marketing

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Research article

First published 2021-6

How Life-Role Transitions Shape Consumer Responses to Brand Extensions

Lei Su, Alokparna (Sonia) Basu Monga, Yuwei Jiang

Journal of Marketing Research

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Research article

First published 2023-4

How much journalism is in brand journalism? How brand journalists perceive their roles and blur the boundaries between journalism and strategic communication

Thomas Koch, Benno Viererbl, Charlotte Schulz-Knappe

Journalism

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Research article

First published 2026

Organisational Roles and AI Adoption in Brand Communication

Bhole Nath Thakur, D. Saravanan

The Indian Economic Journal

Open access

Research article

First published 2020-7

Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image

Shahid Bashir, Muddasar Ghani Khwaja, Yasir Rashid [...]

Sage Open

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Research article

First published 2014-4

The Role of Brand Trust in Male Customers' Relationship to Luxury Brands

Won-Moo Hur, Minsung Kim, Hanna Kim

Psychological Reports

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