Journal of Brand Management

Original Article

How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook

Federico Mangiò, Giuseppe Pedeliento, Daniela Andreini, Lia Zarantonello

Original Article

Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands

P. Rodrigues, M. Junaid, A. Sousa, A. P. Borges

Original Article

User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement

Luke Butcher, Billy Sung

Original Article

Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship

Ching-Fu Chen, Hsiao-Han Lu

Original Article

Toward a measure of brand pride: scale development and validation

Subarna Nandy, Neena Sondhi, Himanshu Joshi

Original Article

Harnessing brand authenticity to promote prosocial service behavior

Weng Marc Lim, Nishtha Malik, Sahil Gupta, Himanshu Rai