Affiliate or partnership marketing programs are a performance-based approach to online
marketing whereby brands only pay when a sale occurs and is traced back to the affiliate who …

As the Covid-19 pandemic unfolded, academics and practitioners alike wondered how and
to what extent brands should adapt their advertising and communication efforts to remain …

Drawing upon the thriving brand co-creation perspective, our study explores the co-creation
of family business brand (FBB) meanings with external stakeholders. Through a mixed …

The renewed interest in the market as a unit of analysis has increased adoption of a market
system dynamics (MSD) perspective. Since studies drawing on MSD have significant …

Increasing competition has induced brands to find ever more innovative ways to raise
awareness. Among the latter, co-branding has recently become pervasive in the luxury fashion …

Autonomous sensory meridian response (ASMR)—a feeling of well-being combined with a
tingling sensation in the scalp and down the back of the neck—has become increasingly …

Brands are increasingly required to be ‘woke’ and communicate their stance on various
divisive sociopolitical issues and to do so particularly on social media platforms. However, …

Luxury fashion brands have been pioneers in experimenting with NFTs and the metaverse.
Though, the analysis of the success of these forerunning initiatives to date still pertains to …

The wide diffusion of artificial intelligence (AI) is one of the most disrupting technological
revolutions in recent human history. Yet, still little is known on how and to what extent the …

As the number of data leak scandals and data infringements increase by the day, people are
becoming more concerned than ever about their online security. As a result, software and …