Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers-Reference-Cited by-同舟云学术

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Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers

Published:2023-03-27 Issue: Volume: Page:1-41
ISSN:1352-7266
Container-title:Journal of Marketing Communications
language:en
Short-container-title:Journal of Marketing Communications

Author:

Nikhashemi S. R.¹,Kennedy Rowan²,Mavondo Felix³

Affiliation:

1. Department of Marketing, Oxford Brookes University Business School, Oxford, UK

2. Department of Marketing, College of Economics and Political Science, Sultan Qaboos University, Oman

3. Department of Marketing, Faculty of Business and Economics at Monash University, Australia

Publisher

Informa UK Limited

Subject

Marketing,Business and International Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/13527266.2023.2191630

Reference114 articles.

1. When Good Brands Do Bad

2. The structural effects of affective and cognitive elaboration in formation of customer–brand relationship

3. Country Image at Risk: Spillover Effects of Product-Harm Crises and the Role of Trust

4. The Social Influence of Brand Community: Evidence from European Car Clubs

5. Love and expansion of the self: The state of the model

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1. Ten years of evolving traditional versus non-traditional celebrity endorser study: review and synthesis;Management Review Quarterly;2024-04-17

2. Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility;Journal of Marketing Communications;2024-01-09

3. Research on the Influence and Mechanism of Influencer on Consumers’ Purchase Intention from the Perspective of Brand Identification;Modern Management;2024

4. Sustainable Value of Long-Duration Energy Storage in a Decarbonised Power System;2023-10-19

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