Just published - Branding in the digital age

Internet Research

The Internet is changing all the rules of branding, except one—creating an emotional bond with buyers is still essential.

Table of Contents

Branding in the digital age: a “2020” vision for brand management 
Vignesh Yoganathan, Stuart Roper, Fraser McLeay, Joana César Machado

What’s love got to do with it? Place brand love and viral videos 
Carola Strandberg, Maria Ek Styvén 

Classifying online corporate reputation with machine learning: a study in the banking domain 
Anette Rantanen, Joni Salminen, Filip Ginter, Bernard J. Jansen

Exploring the motivation of affect management in fostering social media engagement and related insights for branding 
Fathima Zahara Saleem, Oriol Iglesias

The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence
Richard Rutter, John Nadeau, Ulf Aagerup, Fiona Lettice

Do online reviews still matter post-purchase? 
Hongfei Liu, Chanaka Jayawardhena, Victoria-Sophie Osburg, Mujahid Mohiuddin Babu