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

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2023-03-27 DOI:10.1080/13527266.2023.2191630

S. R. Nikhashemi, R. Kennedy, F. Mavondo

引用次数: 1

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利用虚拟品牌社区参与和消费者品牌识别作为品牌恢复战略的反弹：品牌代言人的作用

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.