Elena Delgado-Ballester
University of Murcia
AdvertisingEmpirical researchCorporate brandingWord of mouthBusinessProduct categoryBrand awarenessPsychologyEconomicsMarketingRisk perceptionEmpirical evidenceWork (electrical)Brand equityConsumer behaviourConsistency (negotiation)Control (management)Order (business)Value (ethics)StorytellingOriginalitySelf-brandIdentification (psychology)Quality (business)Context (language use)Brand loyaltyBrand trustSample (statistics)Brand managementPromotion (rank)Brand extensionIntegrated marketing communicationsSocial psychologyModeration
26Publications
16H-index
2,048Citations
Publications 27
Newest
Brands have become the target of online collaborative attacks performed by networked consumers who share negative brand content, leading to the so-called online firestorms (OF). Its detrimental eff...
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2 CitationsSource
#1Seyed Rajab Nikhashemi (Sultan Qaboos University)H-Index: 9
#2Elena Delgado-Ballester (University of Murcia)H-Index: 16
Despite the importance of consumers’ need for uniqueness in behavioural studies, branding antecedents such as consumer brand identification and brand personality have not been fully investigated. T...
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Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships. Specifically, the authors focus on the individual level through taking a close look at the content that users generate during these attacks.,The authors conducted content analysis to study four recent brand-related OFs that occurred on Twitter.,The results show that brands are at the core of the users’ conversations, although o...
3 CitationsSource
The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress.,A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing.,Both anthropomorphism and consumers’ liking for the humanized brand have positive ef...
2 CitationsSource
#1Mariola PalazonH-Index: 10
Last. María SiciliaH-Index: 15
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Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Find...
14 CitationsSource
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1 CitationsSource
This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.,This is an editorial based mainly on an extensive and broad literature review on brand management.,First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years...
14 CitationsSource
#1Elena Delgado-Ballester (University of Murcia)H-Index: 16
#2Mariola Palazon (University of Murcia)H-Index: 10
Last. J. Pelaez-Muñoz (University of Valle)H-Index: 1
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Brand love has become an important topic of research in academic literature and applied marketing alike. Most of these studies have resulted in a better understanding of the complex and multifaceted nature of the concept, as well as in the identification of some of its antecedents (consumer aspects and personality traits). However, in order to explain how brand love is created, this study focuses on anthropomorphism as a potential antecedent of brand love. Based on the interpersonal theory of lo...
26 CitationsSource