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Retricted access

Research article

First published 2020-5

Exploring How Employee Sense of Brand Community Affects Their Attitudes and Behavior

Lina Xiong, Ceridwyn King

Journal of Hospitality & Tourism Research

Retricted access

Research article

First published 2006-10

Attitude Basis,Certainty,and Challenge Alignment: A Case of Negative Brand Publicity

Chris Pullig, Richard G. Netemeyer, Abhijit Biswas

Journal of the Academy of Marketing Science

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Other

First published 1999-9

When Advertising and Public Relations Converge: An Application of Schema Theory to the Persuasive Impact of Alignment Ads

Toni L. Schmidt, Jacqueline C. Hitchon

Journalism & Mass Communication Quarterly

Retricted access

Research article

First published 2010-7

Energizing the Reseller's Sales Force: The Power of Brand Identification

Douglas E. Hughes, Michael Ahearne

Journal of Marketing

Open access

Research article

First published 2025-2

Athlete Brand Congruence as a Measure to Evaluate Brand Identity and Image Fit

Popi Sotiriadou, Annika Linsner, Kirstin Hallmann [...]

Australasian Marketing Journal

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Research article

First published 2017-09

Mass Customization and Guardrails: “You Can Not Be All Things to All People”

Eren B. Çil, Michael S. Pangburn

Production and Operations Management

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Research article

First published 1998-11

Overcoming the Early Entrant Advantage: The Role of Alignable and Nonalignable Differences

Shi Zhang, Arthur B. Markman

Journal of Marketing Research

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Research article

First published 2026

Picture Perfect: Engaging Customers with Visual Generative AI

Mark Heitmann, Tijmen P.J. Jansen, Martin Reisenbichler [...]

Journal of Marketing

Retricted access

Research article

First published 2026

Customer Data Privacy Stewardship

Jordan W. Moffett, Natalie Chisam, Kelly D. Martin [...]

Journal of Marketing

Open access

Review article

First published 2025-7

Recommendations on the Collection of Comparator Measurement Data in the Performance Evaluation of Continuous Glucose Monitoring Systems

Guido Freckmann, Stefan Pleus, Manuel Eichenlaub [...]

Journal of Diabetes Science and Technology

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