Volume 32, Issue 2, March 2025
Table of Content
Original Article
Exploring the effect of incidental priming when measuring trademark genericism
Robert A. Peterson, Jeffrey A. Peterson
Original Article
The role of consumer-based brand equity on the prolongation of trademarks
Louisa M. Pfeifer, Thomas F. Schreiner, Henrik Sattler
Correction
Correction to: The role of consumer‑based brand equity on the prolongation of trademarks
Louisa M. Pfeifer, Thomas F. Schreiner, Henrik Sattler
Original Article
Consumers’ dark personality traits drive gluckschmerz: the interplay of competitiveness and brand love
Anwar Sadat Shimul, Isaac Cheah, Mahabubur Rahman
Original Article
Impact of national culture on contributors’ performance in brand co-creation: insights from a crowdsourcing platform
Anja Tekic, Daria Korneva
Original Article
Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis
Lars Brand, Matthias Anderski, Tim Ströbel
