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This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined.

The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model.

The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience.

The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences.

The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs.

The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

This study investigates core framing techniques utilized by two anti-illegal immigration social movement organizations, the Minuteman Project, Inc. and the Minuteman Civil Defense Corps, both volunteer civil border patrol groups operating along the U.S.–Mexican border. Theoretically, this paper is informed by Robert Benford and David Snow's work on collective action framing. Using a case study approach, document analysis is employed to explore how four types of framing techniques (diagnostic framing, prognostic framing, motivational action framing, and credibility framing) are implemented by each group via information presented on their websites. The findings of this investigation suggest that these groups implement each of the four framing techniques in question, with the bulk of their focus resting in the diagnostic frame. Through the examination of these groups via the framing perspective, it is also found that the groups emphasize the importance of place, that is, the U.S.–Mexican border itself. The case analyses thus further framing theory by highlighting the roles that “geographic and place framing” also play. The Minuteman Project, Inc. and the Minuteman Civil Defense Corps are relatively new groups that have mobilized within the past few years. Sociologically, relatively few scholars have studied these particular groups within the larger anti-illegal immigration movement. This paper provides an in-depth analysis of how the groups utilize framing to construct their messages, missions, and goals to the public. Doing so contributes to an interesting and emerging type of civil border patrol movement and also adds to the body of work devoted to the importance of social movement framing.

Scenario building, hand in hand with a careful analysis of your business' driving forces, offers a means of systematically studying the longer term requirements for sustained competitive advantage.

The purpose of this paper is to provide insights into how engineering employees perceive the functional, ethical and political dimensions of the corporate brand and its meaning(s) for other stakeholders.

The paper explores brand meaning and brand attachment in the case of employees in an engineering consultancy firm operating within the defense and artillery systems sector. In-depth interviews with managers and consultants at a cross-section of organizational levels along with thematic and reflexive interpretation of qualitative data have been carried out.

Identity-based definitions of the brand, the definitions of a “strong engineering brand”, associations of the corporate brand with engineers’ personal brands, brand essence and integration and the meanings of a military brand have all been raised, explored and discussed from the engineer’s perspective.

This paper is among the first of its kind to pursue brand research in an engineering-intensive firm with military and defense brand associations. Future research is encouraged to add further detail and verification to the themes and findings of this paper.

The military context is enmeshed with high levels of sensitivity and difficult research access particularly upon brand-related academic research. This has led in part to very limited marketing and branding knowledge into this setting despite its significance.

Given that the engineering consulting sectors are among the top drivers of employment and knowledge advancement, and given that brand associations have considerable impacts on employees’ identification, self-awareness and emotional well-being, understanding the dynamism and complexities of employee-brand associations is inevitable in these settings.

The defense context has unique characteristics and has hitherto remained an under-researched context with respect to branding. This is despite that the defense sector deserves to be in the spotlight because professionals’ voices are rarely heard and acknowledged within the branding literature.

Introduces the subject with the classical three‐layer security paradigm for information assurance of “protect, detect, react”, noting that it leaves open the question of who or what should react, and how. Lists 15 technical possibilities for a reactive defence to a presumed intrusion which vary greatly in their degree of aggression, mentions the problem of false positives in cases of active defence strategies, and relates the strategies to relevant legal and ethical considerations. Concludes that verification of a genuine intrusion incident is often very difficult, but the cost of failure will also be high; this is linked to the asymmetric nature of information warfare, where the cost of defence is much higher than the cost of attack.

The conclusion of the Cold War's U.S.‐Soviet superpower rivalry may have ended the threat of a global nuclear military confrontation involving these powers. It did not, however, result in the termination of international regional conflicts or of military threats to U.S. national security. The collapse of a world political and strategic system ostensibly polarized between two ideologically contrasting superpowers has resulted in the emergence of numerous threats to regional and global order.