| Instafamous and social media influencer marketing |
19 |
| How does greenwashing affect green branding equity and purchase intention? An empirical research |
15 |
| Customer brand co-creation behavior: conceptualization and empirical validation |
12 |
| Examining consumer-brand relationships on social media platforms |
12 |
| Effects of cognitive and affective trust on online customer behavior |
11 |
| Purchase decision of generation Y in an online environment |
11 |
| Antecedents of consumers' engagement with brand-related content on social media |
10 |
| Transformation of firm innovation activities into brand effect |
9 |
| The role of customer engagement in the involvement-loyalty link |
9 |
| What drives green brand switching behavior? |
8 |
| The gamification of trust: the case of China's social credit |
7 |
| Antecedents and outcomes of job insecurity among salespeople |
7 |
| Effects of brand transgressions on third-party consumers |
7 |
| Hypocrisy, skepticism, and reputation: the mediating role of corporate social responsibility |
7 |
| Sport participation from sport events: why it doesn't happen? |
6 |
| Typology of social media followers: the case of luxury brands |
6 |
| Sponsees: the silent side of sponsorship research |
6 |
| Consumer perceptions of counterfeit clothing and apparel products attributes |
6 |
| Concurrent sponsorship: implications for sponsoring brands and sponsored property |
5 |
| Planning to fail? Leveraging the Olympic bid |
5 |
| Effect of emotional experience on symbolic consumption in Generation Y consumers |
5 |
| Impact of the antecedents of eWOM on CBBE |
5 |
| Brand equity and financial performance: The moderating role of brand likeability |
5 |
| The role of marketing capabilities, absorptive capacity, and innovation performance |
5 |
| WOM source characteristics and message quality: the receiver perspective |
5 |
| The impact of corporate social responsibility on brand equity |
5 |
| Factors influencing attendance at stadiums and arenas |
5 |
| Green consumption: a network analysis in marketing |
5 |
| Patient's behavioral intention: public and private hospitals context |
4 |
| An emoji-based metric for monitoring consumers' emotions toward brands on social media |
4 |
| Companion shopping: the influence on mall brand experiences |
4 |
| Impact of interactive eReferral on tourists behavioral intentions |
4 |
| Corporate social responsibility, ambidextrous leadership, and service excellence |
4 |
| Value co-creation through actor embeddedness and actor engagement |
4 |
| Consumer dispositions toward global brands |
3 |
| Fake-love: brand love for counterfeits |
3 |
| How much effort is enough? Unlocking customer fanaticism in services industries |
3 |
| Implications of the selfie for marketing management practice in the era of celebrity |
3 |
| Store love in single brand retailing: the roles of relevant moderators |
3 |
| Socio-influences of user generated content in emerging markets |
3 |
| Consumer attitudes towards bloggers and paid blog advertisements: what's new? |
3 |
| The impact of strategic CSR marketing communications on customer engagement |
3 |
| India's lonely and isolated consumers shopping for an in-store social experience |
3 |
| Interaction through boundary objects: controversy and friction within digitalization |
3 |
| Impact of customer orientation on word-of-mouth and cross-buying |
3 |
| The democratization of intangible luxury |
3 |
| A cross-national comparison of Millennial consumers' initial trust towards an e-travel website |
3 |
| Enriching m-banking perceived value to achieve reuse intention |
3 |
| The utility of relationships in the creation and maintenance of an event portfolio |
3 |
| Virtual reality in social marketing: a process evaluation |
3 |
