Vlad Dovijarov, Author at Journal of Consumer Research

Exposure to Brands Makes Preferential Decisions Easier

From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust

How Brands Craft National Identity

Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships

Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands

One Brand, Many Trajectories: Narrative Navigation in Transmedia

A Framework of Brand Contestation: Toward Brand Antifragility

The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products

Author: Vlad Dovijarov

Three Themes for the Future of Brands in a Changing Consumer Marketplace

The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration

Exposure to Brands Makes Preferential Decisions Easier

From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust

How Brands Craft National Identity

Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships

Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands

One Brand, Many Trajectories: Narrative Navigation in Transmedia

A Framework of Brand Contestation: Toward Brand Antifragility

The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products