Evaluating an androgynous brand extension: the gender identity/ gendered brand relationship and influencing factors by Ringas, Astrid

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Social media performance of user generated content and its relationship with conspicuous consumption: through the lens of the expectation confirmation theory by Ferreira, Caitlin

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Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa by Jenkins, David

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The effect of negative user-generated content on consumer-based brand equity : comparing brand loyal versus non-loyal customers in the luxury wine market by Wouters, Claire

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B2B brand engagement in social media: The employee's perspective by Pitt, Christine

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Understanding the role of emotion in viral marketing by Chohan, Raeesah

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The moderating effect of time-perspective on the intention-behaviour relationship by Wickham, Bradley

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Artificial Intelligence (AI) in retail : the AI-enabled value chain by Oosthuizen, Kim

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