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Prior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The authors developed and validated a measurement scale composed of properties that are derived from distinct brand hero motivational mechanisms.

The authors conducted one exploratory pilot, using semi-structured interviews, with industry and academic experts, and employed three main studies across varying brands and market settings.

This study explores and empirically demonstrates how the brand hero scale (BHS) is related to, yet distinct from, existing scales of opinion leaders, market mavens, attachment and customer advocacy. The six-item BHS demonstrates convergent, discriminant, nomological and predictive validity across several different brand contexts.

This research extends the extant body of work by identifying and defining brand heroes, developing and validating a parsimonious BHS, and demonstrating how its predictive validity extends both to a range of key advocacy and loyalty customer behaviors.

The study provides provocative insights for marketing researchers and brand managers and ascertains the important role heroes may play for brands in terms of strong customer advocacy and loyalty behaviors.

Building on the theory of meaning, this study shows that identifying and working with brand heroes is of great managerial importance and offers critical avenues for future research.

The purpose of this study is to define and analyse the emergence of collaborative engagement platforms (CEPs) as part of a rising platformisation phenomenon. Contrary to previous literature on engagement platforms (EPs), this study distinguishes between formalised and self-organised EPs and sheds light on collaborative EPs on which heterogeneous actors operate without central control by legislated firm actors.

Drawing on institutional work theory, this paper explores the institutional rules, norms and practices involved in the emergence of a new platform. This paper implements a longitudinal case study of a local food network called REKO and explores how engagement practices and institutional work patterns catalysed its emergence during 2013–2020.

The findings of this study show that actors engaged within the REKO platform participated in institutional work patterns of disruption, creation and maintenance, which drove the development of the platform and ensured its viability.

This paper encourages future research to further explore how different types of EPs emerge and function.

The rise of CEPs pushes the dominant managerial orientation to progress from the management “of” a platform to managing “within” a platform. For managers, this means developing novel practices for engaging and committing a versatile set of actors to nurture open-ended, multi-sided collaboration.

This study contributes by conceptualising different types of platforms with a particular focus on CEPs and explicating the engagement practices and institutional work patterns that catalyse their emergence.

This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth.

Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth.

Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario.

The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth.

Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships.

Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.

This study aims to evaluate the caffeinated drinks, levels of vitamin D and calcium in the blood, and their relationship to bone mineral density (BMD) in osteoporotic women in Al-Ahsa Saudi Arabia.

This study included 85 women over approximately 18 months with ages ranging from 40 to 70 years who were evaluated in the laboratory via blood analysis. Moreover, sociodemographic data and information on health and nutritional awareness were collected via a questionnaire. The BMD was measured by dual-energy X-ray absorptiometry (DXA) and considered osteopenia when the T value total of the lumbar spine or hip was between −1 and −2.5 and osteoporosis < −2.5. Blood levels of vitamin D and calcium were measured via blood analysis.

There were 54.1% and 45.9% of women who suffered from osteoporosis and low BMD, respectively. There was a significant difference in the number of osteoporotic, and low bone mineral mass groups in marital status (p = 0.04), but no difference was found in age and educational level. A significant difference (p = 0.01) between low bone mass and osteoporosis groups in heights. BMD was significantly and negatively correlated with vitamin D in the blood in individuals with osteoporosis (r = −0.358, P = 0.014). In addition, there was a significant negative correlation between calcium in the blood and total samples (r = −0.355, P = 0.0578). There was a negative significant relationship between calcium supplements and BMD in individuals with low BMD (rt = −0.279, P = 0.041). There was a significant association between cola intake with the occurrence of low BMD (p = 0.027), whereas tea drinking was not associated with risk in both groups.

The study indicated that there is a direct relationship between osteoporosis and low bone mass with different variables. This study was conducted to address the lack of research related to the levels of vitamin D and calcium in the blood and their relationship with BMD in women with low BMD and osteoporosis in Al-Ahsa province-KSA.