Although brand authenticity is gaining increasing interest in academia and managerial practice, empirical studies on its contribution to the branding literature are still limited. The authors
Brand attachment has been regarded as a key requisite in a brand’s success and performance. Consequently, it is important to understand on how to build stronger brand attachment. Brand
Drawing on social identity theory, this study develops a conceptual model of building brand commitment in virtual brand communities (VBCs). This research distinguishes between cognitive, affective,
The increasing importance of the relationship between an employee and his/her employer, has, in the last two decades, fuelled the application of marketing principles to human resource management,
The purpose of this paper is to identify motivation underlying voluntary payments in anonymous pay what you want settings on the internet. Considering Batson’s theoretical framework of altruistic
