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Journal of Marketing Management Volume 35, 2019 - Issue 11-12
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Branding in the age of social media firestorms: how to create brand value by fighting back online

Joachim ScholzGoodman School of Business, Brock University, St. Catharines, ON, CanadaCorrespondence[email protected]
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Andrew N. SmithMarketing Department, Suffolk University, Boston, MA, USAView further author information
Pages 1100-1134 | Received 19 May 2018, Accepted 26 Apr 2019, Published online: 24 Jun 2019

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Temple Uwalaka. (2023) Evaluating Military Use of Social Media for Political Branding during Online Firestorms: An Analysis of the Afghan Troops Withdrawal. Journal of Political Marketing 0:0, pages 1-17.
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Sabine Matook, Alan R. Dennis & Yazhu Maggie Wang. (2022) User Comments in Social Media Firestorms: A Mixed-Method Study of Purpose, Tone, and Motivation. Journal of Management Information Systems 39:3, pages 673-705.
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Brighton Nyagadza, Ernest M. Kadembo & Africa Makasi. (2021) When corporate brands tell stories: A signalling theory perspective. Cogent Psychology 8:1.
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Jacqueline Burgess & Christian Jones. (2021) In a story-driven game, if the ending sucks it can ruin the whole franchise”: evaluating a narrative brand’s crisis recovery. Leisure/Loisir 45:1, pages 95-120.
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Jacqueline Burgess & Christian Jones. (2020) A Hierarchy of Acceptable Changes for Audiences of Nostalgic Narrative Media Brands. International Journal on Media Management 22:3-4, pages 191-209.
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John Nadeau, Richard Rutter & Fiona Lettice. (2020) Social media responses and brand personality in product and moral harm crises: why waste a good crisis?. Journal of Marketing Management 36:11-12, pages 1031-1054.
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Brighton Nyagadza, Ernest M. Kadembo & Africa Makasi. (2020) Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions. Cogent Business & Management 7:1.
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Brighton Nyagadza, Ernest M. Kadembo & Africa Makasi. (2020) Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?. Cogent Social Sciences 6:1.
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Tarun Kushwaha. Brand Trolling Engagement Behavior (BTEB) of Customers: A Challenge for Customer-Brand Relationship. Journal of Relationship Marketing 0:0, pages 1-30.
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Christoph Burmann, Tilo Halaszovich, Michael Schade, Kristina Klein & Rico PiehlerChristoph Burmann, Tilo Halaszovich, Michael Schade, Kristina Klein & Rico Piehler. 2021. Identitätsbasierte Markenführung. Identitätsbasierte Markenführung 69 146 .

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