… Dr Elaine Wallace is a Senior Lecturer in Marketing at the JE Cairnes School of Business
and … Elaine Wallace is the corresponding author and can be contacted at: elaine.wallace@…

Purpose – The purpose of this paper is to understand the relationships Generation Y females
have with fashion brands online. Specifically, it examines the role of the internet and social …

Front line employees are critical to service brand success, as their performance brings brand
promises to life. Banking employees, like others, must remain committed to their employers, …

Retail banking is facing many challenges, not least the loss of its customers’ trust and loyalty.
The economic crisis is forcing banks to examine their relationships with stakeholders and …

This paper explores the relationship between employee behaviour and service brand
performance. Current literature emphasizes the importance of employee behaviour in delivering a …

Although many managers recognize that Facebook Fans represent a marketing opportunity,
there has been little research into the nature of different Fan types. This study explores a …

This study tests hypotheses integrating relational aspects of social networks, self-expressive
brands and consumers’ brand advocacy. We explore the relationship between homophily …

Purpose Drawing on consumer brand relationship theory, this study aims to investigate
online brand engagement, brand trust and consumer brand identification as antecedents of …

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’
virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material …

Purpose – This study aims to examine the relationship between social influence and
consumers’ self-expression through brands. It considers susceptibility to interpersonal influence …