Palgrave Macmillan and the editorial team have selected this set of papers from the archive of the journal to give a representative sample of the best of our content.

These papers, listed in chronological order, are available free to read and download for the next two months.

Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance; Fadi Almazyad, Purvi Shah & Eleanor T. Loiacono

A counterinsurgent (COIN) framework to defend against consumer activists; Steven Chen

Can CSR foster brand defense? A moderated-mediation model of the role of brand passion; Ibrahim Alnawas, Nabil Ghantous & Jane Hemsley-Brown

The presence of the omni-temporal: theoretical foundations of (Corporate) brand heritage design; Mario Burghausen