Table of contents - Special Issue: Branding in the era of Web 2.0 (and beyond)
Guest Editors: David Taylor, Iryna Pentina
When perceived ability to influence plays a role: brand co-creation in Web 2.0
Eric Kennedy, Francisco GuzmánThe purpose of this paper is to examine the effects of Millennials’ perceived ability to influence a brand and how this perception about the brand impacts the consumers’ desire to…
Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value
Michael SW Lee, Ian SoonThe purpose of this paper is to explore the phenomena of Apple iPhone jailbreaking, a novel scenario where a company actively oppresses and discourages the co-creation of value…
Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement
Michelle Renton, Hamish SimmondsThis paper aims to offer fresh insight into attitudes towards casually used brands and the role of tie strength in the building of online non-brand-related network relationships…
Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users
Tuğba Özbölük, Yunus DursunThis paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.
The moderating effect of personal features on the consequences of an enjoyable co-creation experience
Johann Füller, Volker BilgramThis study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation…
Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames
Devika Vashisht, Sreejesh S. PillaiThe purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online…
Self-presentation, privacy and electronic word-of-mouth in social media
Oleksandra Pasternak, Cleopatra Veloutsou, Anna Morgan-ThomasThis study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou