Cover -- Guest editorial -- Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences -- Role of brand attachment in customers' evaluation of service failure -- Brand hate: a multidimensional construct -- Love becomes hate? or love is blind?Moderating effects of brand love upon consumers' retaliation towards brand failure -- Exploring the antecedents and outcomes of destination brand love -- Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification
Is brand love materialistic? -- What to say and what to do: the determinants of corporate hypocrisy and its negative consequences for the customer-brand relationship -- "Fight or flight": coping responses to brand hate
