Purpose This study aims to map existing literature on customer brand co-creation (CBC) in
the context of social media and highlight multiple avenues for future research …

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

Purpose The purpose of this paper is to develop and empirically test a research model
examining the impact of five social media marketing (SMM) elements–entertainment …

A more in-depth approach to sustainability by the B2B companies, going beyond the
standard requirements of CSR and acting as conscientious organizations that advance the …

Purpose Anchored in the theories of brand gestalt and stakeholder perspectives, this study
aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing …

Purpose The author identifies the traits of consumer resilience in emerging markets,
classifies these major traits into five categories and analyses the influence relationships …

Purpose To thrive in today's competitive market, international small-to medium-sized
enterprises (SMEs) recognize the importance of building strong brands. Choosing the right …

The authors identify a new type of brand concept, which they term as a compound brand.
Compound brands have their brand associations multi-created such that the focal brand …

This paper aims to enhance the understanding of the influencing factors and consequences
of feedback, with a particular focus on brand outputs and co-creation, and to identify future …

Purpose Conspicuously absent from the branding literature is research on the brand-to-
brand (Br2Br) interface enabled by social media. The author proposes how networked …