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Parasocial relationships and social media interactions: building brand credibility and loyalty
How consumers define brand relationships: a prototype analysis
Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective
Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling
The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from…
How did sustainable Spanish and Italian brands communicate COVID-19 on social media?
Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers
Promoting university brand through student co-creation behaviors: the role of online brand posts
Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain
How and when effective customer journeys drive brand loyalty: the role of consumer-brand identification
