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The role of brand management in contemporary organizations is very important and consistently growing due to the increasingly difficult competitive conditions on the market. Moreover, the significance of organizational resilience in this process should be noticed, especially in the times of emerging crises. In this context, the purpose of this article is to examine the mediating role of organizational resilience in the relation between brand performance and organizational performance.

In order to verify the potential relations, empirical studies were conducted in 268 organizations located in Poland. The CAWI method was used in this research, while the companies were selected on the basis of the purposive manner. The reliability of the scales used in the survey was tested and afterwards the mediation model was built, confirming the presumed relationships between the variables. The calculations were made using the PS Imago Pro and Process macro for SPSS ver. 3.4 by Andrew F. Hayes.

It has been proven that organization's resilience partially mediates the relationship of brand performance and organizational performance.

First of all, the scope of the research covered only Poland, and the obtained results may differ between countries with diversified market characteristics. Second of all, the study was not carried out in a representative manner, it concerned 268 companies that were selected based on the purposive method. Third of all, consideration focused only on one feature – organizational resilience. It would be valuable to include other features to discussion. Finally, the research was conducted in December 2019, so it seems justified to repeat the survey in conditions of modern reality.

This study is the first that showed the relationship between brand performance and organizational resilience and its meaning for organizational performance.

Merely being known as a highly ethical or strong performer cannot shield a company from every kind of crisis. From product failures to environmental and social issues, a brand’s ability to manage crises and rapidly regain consumer trust is essential. This study aims to explore whether consumer perceptions of a brands’ prior commitments to two different areas of corporate responsibility (social and product responsibility) alleviate the postcrisis attribution of accountability and further build brand resilience, examining differences between two types of crisis situations – values versus performance crises.

A scenario-based online survey on product versus ethical labor issues was conducted. The data were collected from a highly valid, nationwide sample set of more than a thousand US consumers. Multigroup structural equation modeling was used as the primary data analysis method.

A brand’s precrisis commitment to social responsibility was found to decrease attribution of accountability across both types of crises. It also strengthened brand resilience, but this effect was more prevalent in a performance than a values crisis. The effects of precrisis commitment to product responsibility on brand resilience were minimal or insignificant across crisis types.

Previous research underexplores which types of corporate responsibility commitments provide a firm with a better protection against crises. This study significantly advances the knowledge regarding the type of commitments that can substantially increase brand resilience, which supports the rationale of making stronger commitments to social responsibility than to product responsibility. Practical insights are provided into how investments in corporate social responsibility help alleviate consumers’ negative perceptions during the outbreak of a brand crisis and build more brand muscle that enables resilience against future crises.

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes toward the company conducting CSR in places that have suffered from traumatic events such as natural or anthropogenic disasters and uncertainty of public health issue.

This study collected survey-based data from 194 participants who suffered from natural and anthropogenic disasters in the state of Texas. Path analysis was used to test each structural relationship among variables after verifying the reliability and validity of each variable. Analysis of variance was used to investigate the difference in resilience between the two groups.

This study verified that there is a positive relationship between CSR and consumer attitude. More importantly, the results show that both resilience and familiarity play an important role as a mediator in the relationship between CSR and attitudes. In particular, it tells us that a group with high resilience shows a higher possibility of having positive attitudes toward the company than another group having low resilience.

This study empirically tested the impacts of CSR, resilience and brand familiarity on building consumer attitudes. Furthermore, this study explored the effects of resilience and brand familiarity on the relationship between CSR and attitudes. Thus, this study was able to contribute to understanding the effects of CSR, resilience and familiarity on building a positive attitude in the specific settings, in terms of traumatic events, theoretically and practically.

Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap.

This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers.

The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self.

This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.

This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio abstractness) and those built through establishing human-like images (i.e. image abstractness), and investigates the joint effect of the two types of brand abstractness on building brand equity.

The three studies presented use experimental design with participants in a laboratory setting and members of an online participant panel.

Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio can generate favorable brand evaluations, this positive effect is marginal compared to when the brand is imbued with human-like characteristics. Furthermore, the favorable effects on brand equity because of abstractness associated with a human-like brand image are evident in protection from brand dilution in the face of negative publicity.

The findings suggest that a consideration of different forms of abstractness is key to unlocking the complexities of understanding customer-based brand equity.

This research shows that although building abstractness through a diversified product portfolio or a symbolic, human-like brand image can favorably impact customer-based brand equity (i.e. attitudes and responses to negative publicity), the former strategy has a marginal effect compared to the latter.

This is the first research to conceptualize brand abstractness as stemming from broad portfolios or from human-like brand images. Additionally, it provides a holistic understanding of how these two forms of abstractness jointly influence brand evaluations and responses to negative publicity.

This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.

A conceptual synthesis approach is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory.

The conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures the complexity and dynamics of brand value formation among brand actors within the branding environment.

This paper contributes to systems thinking in branding and brand value co-creation research. It extends marketing systems theory into the branding context and provides research directions for exploring the structural and functional configurations, cause–consequence processes and outcome concerns of brand value formation.

This conceptual framework informs brand development, management and regulation at a macro level. Managers can apply the brand system concept to identify and manage conflicting expectations of brand actors and alleviate adverse brand outcomes such as negative brand externalities, enhancing overall brand system health and societal value.

This research expands the scope of brand actor agency and identifies the likelihood of disproportionate brand outcomes. It provides methodological guidelines for analysis and intervention in brand systems.

Artificial intelligence (AI) and sustainable business represent the irrefutable future of all forward looking businesses in the world today. In this perspective article, the authors explore the confluence of these important topics by highlighting the role of family businesses in advancing sustainable brand activism aligned with the United Nations Sustainable Development Goals (UNSDGs), like SDG 1, which emphasises poverty eradication. The authors fall on the transformative potential of artificial intelligence (AI) and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs.

Using literature review, the authors fall on the transformative potential of AI and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs.

Scholarly research on AI-driven sustainability brand activism in family businesses is either limited or nonexistent. Family businesses have a unique opportunity to use AI for eco-friendly operations, personalised brand engagement, eco-friendly product development, global collaborations and education and advocacy in support of the UNSDGs. Future research could look at how family businesses align their values, their long-term effects, how they work across generations, how resilient and flexible they are and how they compare to non-family businesses when it comes to using AI and brand activism as long-term strategies for sustainability and survival.

The authors call for family businesses, governments and stakeholders to take theoretical and practical actions in promoting AI-driven sustainability brand activism aligned with the UNSDGs. It underscores the distinctive role of family businesses in driving sustainability and fostering brand activism through AI in a digital age.

The aim of this paper is to respond to the call for exploring and empirically testing both antecedents and outcomes of brand addiction and compulsive buying behaviour. The focus of the study is on the food habits of young female consumers.

To test the hypotheses, a survey design gathering cross-sectional primary data from 325 female Italian consumers and a structural equation modelling have been adopted.

Findings show that brand addiction is positively influenced by consumer resilience, leading to increased life happiness and self-esteem, while compulsive buying behaviour is negatively influenced by consumer resilience and positively influenced by impulsivity. Compulsive buying is also associated with brand addiction and emotional overeating. Emotional overeating is additionally influenced by impulsivity and the control variables of enjoyment of food and loneliness. Moreover, loneliness has a negative impact on life happiness and self-esteem.

The study applies the proposed theory by Mrad and Cui (2020) on the relationship between brand addiction and compulsive buying to food consumption. Furthermore, it expands on this research by investigating consumer characteristics as determinants and behavioural outcomes.

The strategic importance of brand identity management has been emphasized in the brand management literature, but studies that examine brand identity sub-components effects on customer resilience to negative information are very few. In this regard, this study aims to examine the effect of brand distinctiveness and prestige as sub-components of identity on young customers’ loyalty and resilience to negative information through the mediating variable of brand attractiveness in the luxury electronics market.

Using a structured questionnaire, data were collected. Based on a five-point Likert scale were asked of consumers and owners of electronic products (mobile phone, tablet and laptop) to indicate their level of disagreement and agreement with series of statements. After an analytic process, 422 valid questionnaires were obtained. The hypotheses were tested by using structural equation modeling.

The results showed that brand prestige and distinctiveness have direct effect on brand attractiveness, which prestige had more influence than distinctiveness. The results indicated that brand loyalty was strongly affected by direct brand attractiveness, and that the effect of brand attractiveness on the resilience to negative information was not significant. Finally, the study results showed that resilience to negative information is affected by brand loyalty.

This study is significant because it is one of the few studies that examines the effect of brand identity on brand attractiveness and consumers’ extra-role behavior, which results in the development of branding literature in the field of luxury products.