A brand scandal impacts not just the brand, but also different stakeholders in the society.
However, there is not enough literature in the domain of brand scandals and consumers' …

This review addresses the question of whether Thoroughbred horse racing is sustainable in
the context of current social values. A recently acknowledged framework, known as 'Social …

This chapter focuses on interpretive research in marketing. A particular strength of
interpretive methodologies arguably is that they focus attention on the everyday contexts of …

Social networks are considered by entrepreneurs as platforms for spreading promotional
messages to their desired audiences. In fact, there has been an increasing concern among …

Social media (SM) platforms are frequently used by pre‐teen (8–12‐year old) consumers for
curating their self‐identity, developing social relationships and for learning. This paper …

This paper advances knowledge of the productive, strategically important roles that media
consumers play in brand co-creation in the empirical context of multichannel media outlets …

Purpose Research on social media frequently analyze social media usage (SMU)'s positive
consequences for organizations and individuals; however, recent innovation studies caution …

Drawing on a discursive approach to legitimation (Erkama and Vaara, 2010; Higgins and
Walker, 2012; Glozer et al., 2019), this study investigates the (de) legitimation strategies …

This study examines the role of social media in facilitating the network of a social movement,
the novel forms of exchange networks that are fashioned by participants of this movement …

Purpose This study aims to examine the impact of brand ethical behavior, specifically
perceived brand ethicality, on corporate brand legitimacy in the context of halal cosmetics …