Journal of Service Management: Volume 33 Issue 3

Giving form to future branding realities

Bernard Cova, Luigi Cantone, Pierpaolo Testa

The purpose of this study is to question the prospective relevance of conceptual articles on branding.

Figures in the carpet of branding

Stephen Brown

Many have noted the role of metaphor in branding understanding. More than mere decorative frills, tropes play a fundamental, foundational part in the process. The purpose of this…

Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management

Robert V. Kozinets

Contemporary branding transpires in a complex technological and media environment whose key contextual characteristics remain largely unexplained. The article provides a…

Towards a theory of brand love in services: the power of identity and social relationships

Aaron Ahuvia, Elif Izberk-Bilgin, Kyungwon Lee

Building meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship…

Navigating the emergence of brand meaning in service ecosystems

Jonathan J. Baker, Julia A. Fehrer, Roderick J. Brodie

The purpose of this paper is to clarify how brand meaning evolves as an emergent property through the cocreation processes of stakeholders on multiple levels of a brand's service…

The invisible leash: when human brands hijack corporate brands' consumer relationships

Johann N. Giertz, Linda D. Hollebeek, Welf H. Weiger, Maik Hammerschmidt

Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and…