Abstract
The aim of the present study is to analyze brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study is based on a mixed approach of research methodology, using qualitative and quantitative methods. In the qualitative approach, we use expert interview and focus group discussion tools. In the quantitative approach, a corporate survey was conducted and 560 responses were collected through a structured questionnaire. The analysis is performed using statistical scaling tools such as Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). This study initiated scale extraction and operationalization processes for 72 observed variables to measure nine latent variables and obtained 34 statistically extracted observed variables. The study provides a reliable and validated means to measure brand resonance constructs. The study develops a brand resonance scale, which can help brand managers to measure consumers' levels of brand resonance, in order to describe the strength of the bond of their consumer with their brand(s). This study develops empirically extracted measures of brand resonance, making it distinctive in the branding literature. The study also ensures all important aspects of measurement scale, such as validity and reliability.

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Abstract
Generation Z is expected to be a dominant demographic and economic group. Cyber-waviness, constant reliance on smart devices that allows them to be always connected are among some of their intrinsic characteristics. The combination of this reality with the ever-changing technological environment is compelling retailers to reshape their business strategies, to meet this group desires and expectations and to foster their engagement. Augmented reality (AR) is emerging as a technological solution that pleases both consumers and retailers. This paper aims to answer two main questions: (1) How does generation Z evaluate an AR experience? (2) Which attributes/benefits do they value or not during an AR experience? Drawing on a qualitative methodology – content analysis of 34 interviewees – we discuss six main dimensions the potential customer value of the relationship between them and AR experiences under retailer context.

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Our research goal is to assess creativity and innovation in the profiles of digital influencers (DIs) and examine how they participate in the shared process of content creation with their partner brands. Based on in-depth interviews with 30 Brazilian DI who had at least one partnership with a brand, we showed that they expressed four out of the nine dimensions of creativity, in addition to a new attribute that we designated as 'Originality'. We also found that DIs regard as strategic sharing creative, innovative, quality content and also being involved in content production with the brands during the different stages of message development. The current literature tends to stress DIs' reactive role in the co-creation experience. We analysed how they manifest (process) their creative task as well as their strategies for generating innovative content. Our results help brand managers to cooperate more efficiently and respectfully with their DIs.

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This research analyzes the discrepancies respecting parents' and their children's perspectives on adolescents' risky online behaviors and parental mediation. Rather than focus solely on youth outcomes, this study explores dyadic data, by comparing reports from adolescents attending 7th to 12th grades in Portuguese schools and those of their parents (N=1016). Moreover, this research considers the existence of defense mechanisms influencing adolescents' reports, a factor that has been neglected in previous studies. Differences regarding adolescents' gender, parents' gender, and adolescents' school year are considered and tested using One-way ANOVA. Within the family unit, the only members considered by adolescents to have the same or more online and computer skills than the teenagers themselves are their older siblings. Practical implications aiming to mitigate the risk involved in adolescents' online experiences, and theoretical contributions to the field of prevention and youth well-being in the context of consumer behavior in the digital age are discussed.

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Purpose The purpose of this paper is to identify the antecedents and consequences of social media fashion influencer's (SMFI) diffusion of fashion information. This study proposes and examines following research questions: What motivates SMFI to share fashion information? In what way shared fashion information impact SMFI? Design/methodology/approach This study uses semi-structured interviews with SMFI to learn about their relationships with followers. It then conducts a survey of 510 SMFI in Portugal. The data are analyzed by structural equation modeling. Findings The results indicate that intrinsic motivation can develop a SMFIs' fashion leadership, while the SMFIs' perceived usability of fashion blogs does not. The authors also find a self-serving bias among SMFI. Research limitations/implications SMFIs' fashion leadership is associated with the intrinsic motivations of sharing and helping other consumers make fashion decisions, which indicates that marketers can improve their results through using opinion SMFI to assist fashion consumers in purchasing decisions. Further studies should explore the processes adopted by fashion consumers to evaluate SMFI. Originality/value This study helps to understand the antecedents and consequences of fashion diffusion by SMFIs. In particular, the research helps the marketers to understand how the bonds between SMFIs and followers are nurtured.