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Articles (34)

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1-10 of 34 results for interaction-oriented brands

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Select article: Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

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Research article

First published 2017-11

Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

Marina Puzakova, Hyokjin Kwak

Journal of Marketing

Select article: Value Co-destruction: The Dark Side of Interactions in Online Brand Communities

Open access

Research article

First published 2024-10

Value Co-destruction: The Dark Side of Interactions in Online Brand Communities

Jia Luo, Jiayu Wang, Rui Liu [...]

Sage Open

Select article: Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness

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Research article

First published 2015-7

Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness

Hyokjin Kwak, Marina Puzakova, Joseph F. Rocereto

Journal of Marketing

Select article: How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

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Research article

First published 2021-7

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Dong Hoo Kim, Yoon Hi Sung, So Young Lee [...]

International Journal of Market Research

Select article: Social Brand Engagement: How Orientation Events Engage Students with the University

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Research article

First published 2018-5

Social Brand Engagement: How Orientation Events Engage Students with the University

Teagan Altschwager, Rebecca Dolan, Jodie Conduit

Australasian Marketing Journal

Select article: Transcultural brand communication: Disneyland’s social media posts from USA to Hong Kong and Shanghai

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Research article

First published 2021-12

Transcultural brand communication: Disneyland’s social media posts from USA to Hong Kong and Shanghai

Wei Feng, Doreen D Wu, Li Yi

Discourse & Communication

Select article: Branded Apps and Their Impact on Firm Value: A Design Perspective

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Research article

First published 2019-2

Branded Apps and Their Impact on Firm Value: A Design Perspective

D. Eric Boyd, P. K. Kannan, Rebecca J. Slotegraaf

Journal of Marketing Research

Select article: How Do Consumers Face the Decision to Buy Fair Trade Products? A Marketing Approach

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Research article

First published 2018-10

How Do Consumers Face the Decision to Buy Fair Trade Products? A Marketing Approach

Andrea Pérez, María del Mar García de los Salmones

Nonprofit and Voluntary Sector Quarterly

Select article: The Impact of Attribute Agenda-Setting on Brand-Customer Engagement: Evidence from Chinese ERKE’s Douyin

Open access

Research article

First published 2026-1

The Impact of Attribute Agenda-Setting on Brand-Customer Engagement: Evidence from Chinese ERKE’s Douyin

Haochen Qi, Seamus Simpson

Sage Open

Select article: Creating Customer Value Focused Organization Through Employment Branding

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Research article

First published 2002-7

Creating Customer Value Focused Organization Through Employment Branding

Tapan K Panda

Management and Labour Studies

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