Volume 30, Issue 1, January 2023
Table of Content
Commentary
Looking forward, looking back: developing a narrative of the past, present and future of a brand
Kevin Lane Keller
Original Article
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty
Vesna Babić-Hodović, Alisa Mujkić, Maja Arslanagić-Kalajdžić
Original Article
Mitigating the negative effect of intrabrand clustering: the role of interbrand clustering and firm size
Moeen Naseer Butt
Original Article
Brand heritage across cultures: U.S.A., France and South Korea
Fabien Pecot, Gregory Rose, Altaf Merchant, Sunmee Choi
Original Article
AI service impacts on brand image and customer equity: empirical evidence from China
Chunlin Yuan, Shuman Wang, Yue Liu
Original Article
Brand stigmatization: how do new brand users influence original brand users?
Defeng Yang, Xi Lei, Liang Hu, Yu Sun, Xiaodan Yang
