Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16.

Explores user based view of branding and emotional branding

Diamond, N., Sherry, J. F., Muñiz, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research. Journal of Marketing, 73(3), 118–134.

Example, using one brand, of user co-creation and role of marketers

Eckhardt, G. M., & Bardhi, F. (2020). New dynamics of social status and distinction. Marketing Theory, 20(1), 85–102.

Explores implications of liquid consumption in luxury context

Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35–52. 

Explores brands and identity consumption