Journal of Product & Brand Management
Issue(s) available: 188 – From Volume: 1 Issue: 1, to Volume: 30 Issue: 2
Category:
Marketing
Volume 30
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Issue 2 2021
Volume 29
Volume 28
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Volume 25
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Volume 20
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Issue 6 2011 Special issue 6th International Conference of the SIG on Brand, Identity, and Corporate Reputation of the Academy of Marketing
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Issue 5 2011
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Issue 4 2011
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Issue 3 2011
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Issue 2 2011
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Issue 1 2011
Volume 19
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Issue 6 2010 Branding and Society The Social, Cultural and Financial Impacts of Brands in the 21st Century
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Issue 5 2010
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Issue 4 2010
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Issue 3 2010
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Issue 2 2010
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Issue 1 2010
Volume 18
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Volume 2
Volume 1
The impact of gender on the evaluation of vertical line extensions of luxury brands: a cross-national study
Jean Boisvert, Nicholas Jeremy AshillThe purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The…
Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives
Varsha Jain, Preeti Shroff, Altaf Merchant, Subhalakshmi BezbaruahA place brand is a culmination of its exclusive history, people and traditions that affect customer and community experiences. Place branding has become increasingly…
Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors
Fathima Z. Saleem, Matthew A. HawkinsSituated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on…
The role of leadership and communication in internal city branding
Rico Piehler, Ayla Roessler, Christoph BurmannThis study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents…
Sociopolitical activist brands
Holger Joerg Schmidt, Nicholas Ind, Francisco Guzmán, Eric KennedyThis paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.
Pursuing premium: comparing pre-owned versus new durable markets
Chadwick J. Miller, Daniel C. BrannonThe purpose of this paper is to investigate whether consumers in pre-owned durable goods markets (such as pre-owned automobiles) purchase products with higher…
The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement
David Gligor, Sıddık BozkurtThis study aims to investigate the effect of perceived brand interactivity on customer purchases along with the mediating effect of perceived brand fairness. To increase…
Tickle me on WeChat Moments: the role of brand love
Jashim Khan, Jean-Eric Pelet, Somayeh ZamaniThis study aims to expand the understanding of the implicit exposure of brands in Web dramas with congruent branding messages shared on social media Moments. This study…
What matters most to ultra-high-net-worth individuals? Exploring the UHNWI luxury customer experience (ULCX)
Philipp ‘Phil’ KlausThis study aims to explore the customer experiences (CXs) of an under-researched luxury client segment, the ultra-high-net-worth individuals (UHNWI) in three settings…
The impact of service category and brand positioning on consumer animosity in the service sector – a social identity signaling perspective
Cher-Min Fong, Hsing-Hua Stella Chang, Pei-Chun Hsieh, Hui-Wen WangThe present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing…
The experience – economy revisited: an interdisciplinary perspective and research agenda
Yanina Chevtchouk, Cleopatra Veloutsou, Robert A. PatonThe marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most…
Basing a claim on “negatives free”: when does it serve as a quality cue?
Hsuan-Hsuan Ku, Yi-Ting ChangIndividuals concerned about safety comprise a significant share of the consumer market today. This paper aims to provide the results of a study on when a front-of-package…
The health halo of morality- and purity-signifying brand names
Clinton Amos, Jesse King, Skyler KingPast research has demonstrated a health halo for food product labels (e.g. organic), resulting in inflated perceptions of a product’s healthfulness (e.g. low fat). While…
Investigating brand community engagement and evangelistic tendencies on social media
Purvendu Sharma, Ashish Sadh, Aditya Billore, Manoj MotianiThis study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the…
Building brands through internal stakeholder engagement and co-creation
Bill Merrilees, Dale Miller, Raisa YakimovaThe purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision…
The bidirectional complementarity between market orientation and launch proficiency affecting new product performance
Farbod Fakhreddin, Pantea Foroudi, Mehdi Rasouli GhahroudiBased on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a…
The effects of brand equity and failure severity on remedy choice after a product recall
Sascha Raithel, Alexander Mafael, Stefan J. HockThere is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of…
Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China
Sojung Kim, Mark Yi-Cheon YimThis study aims to examine how culture influences consumer attitudes toward the brands of products they own during a product-harm crisis. To this end, average consumers…
The effects of consumer esports videogame engagement on consumption behaviors
Amir Zaib Abbasi, Muhammad Asif, Linda D. Hollebeek, Jamid Ul Islam, Ding Hooi Ting, Umair RehmanThis study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.
Is brand love materialistic?
Aaron Ahuvia, Philipp A. Rauschnabel, Aric RindfleischThis paper aims to explore the relationship between brand love and materialism.
I can’t stop hating you: an anti-brand-community perspective on apple brand hate
Clarinda Rodrigues, Amélia Brandão, Paula RodriguesThis paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It…
“Fight or flight”: coping responses to brand hate
Oula Bayarassou, Imene Becheur, Pierre Valette-FlorenceThis study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the…
Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements
Michel Laroche, Rong Li, Marie-Odile Richard, Muxin ShaoThis study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural…
What to say and what to do: the determinants of corporate hypocrisy and its negative consequences for the customer–brand relationship
Sojin Jung, Gargi Bhaduri, Jung E. Ha-BrookshireThis study aims to empirically examine the determinants of corporate hypocrisy and to investigate the potential negative impact on the consumer–brand relationship…
Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance
Bashar S. Gammoh, Michael L. Mallin, Ellen Bolman PullinsThis study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship…
Brand bravery: conceptualization, scale development and validation
Kokil Jain, Isha Jajodia, Piyush Sharma, Gurinder SinghBrands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to…
Effects of transparent brand communication on perceived brand authenticity and consumer responses
Jing Yang, Ava Francesca BattocchioThis study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s…
The relationship of brand attachment and mobile banking service quality with positive word-of-mouth
Lova Rajaobelina, Sandrine Prom Tep, Manon Arcand, Line RicardThis study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications…
Facilitation of “strong” branded application outcomes – the self-concept perspective
Timmy H. TsengPeople spend more than 90% of their smartphone usage time on mobile applications (apps). Companies have capitalized on this opportunity to develop various types of branded…
Green brand communication, brand prominence and self–brand connection
Jialing (Catherine) Lin, Zhimin Zhou, Civilai LeckieThis study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and…
Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers
June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi, Joonho KimThis study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer…
Green branding effects on consumer response: examining a brand stereotype-based mechanism
Siyu Gong, Guanghua Sheng, Peter Peverelli, Jialin DaiThis study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on…
Heritage-based value of a corporate brand: antecedents and effects on the firm’s financial value
Wonsun Paek, Hyerin Ryu, Sunkyu JunThe purpose of this study is to show that a corporate brand with a long history coupled with relevance to the present obtains heritage-based value in society and the…
Drivers and consequences of customer participation into value co-creation: a field experiment
Mevludiye Guzel, Bülent Sezen, Umit AlniacikThis paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with…
Does corporate social responsibility improve brands’ responsible and active personality dimensions? An experimental investigation
Liudmila Tarabashkina, Olga Tarabashkina, Pascale Quester, Geoffrey N. SoutarWhile past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the…
Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence
Junyun Liao, Xuebing Dong, Ziwei Luo, Rui GuoOppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based…
Family business identity, consumer product evaluations and firm size
Anyuan Shen, Surinder TikooThis study aims to examine the relationship between family business identity disclosure by firms and consumer product evaluations and the moderating impact, if any, of…
Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms
Elena Delgado-BallesterThe purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand…
Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation
Sanmitra Sarkar, Saikat BanerjeeThe purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept…
Will college students take a stand? Effects of health orientations on purchase decision factors for standing desks
Kendall Goodrich, Mark Benden, James Munch, Wakiuru WamwaraThis study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of…
The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission
Lluis Mas, Paul Bolls, Emma Rodero, Miguel Barreda-Ángeles, Ashley ChurchillThe purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of…
Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification
Matti Haverila, Caitlin McLaughlin, Kai C. Haverila, Mehak AroraBrand communities are an increasingly important way for brands to interact with their customers, as they give brands an opportunity to learn from and interact with people…
The sharing economy: the influence of perceived corporate social responsibility on brand commitment
Mobin Fatma, Imran Khan, Zillur Rahman, Andrea PérezThis study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.
Innovation-branding: Should all firms be equally ambidextrous?
Audhesh K. Paswan, Francisco Guzmán, Zhi PeiThe fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of…
Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge
Fayez Ahmad, Francisco GuzmánThis paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus…
The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions
Abhishek Mishra, Shweta Jha, Rajendra NargundkarStudents’ experiences with instructors and courses determine an institute’s identity. With the instructor analogous to a brand spokesperson and the course to a brand, this…
Exploring the antecedents and outcomes of destination brand love
Suzanne Amaro, Cristina Barroco, Joaquim AntunesThis study aims to apply the concept of brand love to a destination and investigate its antecedents and consequences. It also explores the moderating effects of time…
How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales
Jake David Hoskins, Abbie GriffinThis study aims to focus on the role of niche brands in online retailer assortments and the general market positions of niche brands, no prior study has explicitly focused…
Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption
Pradeep Kautish, Arpita Khare, Rajesh SharmaThis paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand…
Self-presentation and interactivity: luxury branding on social media
Ye Wang, Huan ChenThis paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social…
When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos
Tyler Milfeld, Daniel J. FlintA growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described…
No matter what you do, I still love you: an examination of consumer reaction to brand transgressions
Eric Kennedy, Francisco GuzmánThis paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand…
Attractiveness, trustworthiness and expertise – social influencers’ winning formula?
Klaus-Peter Wiedmann, Walter von MettenheimThe importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill…
Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking
Laee Choi, Thomas BurnhamPrior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in…
Developing voice-based branding: insights from the Mercedes case
Maria Vernuccio, Michela Patrizi, Alberto PastoreBy adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants…
Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer
Yu-Shan Athena ChenThe purpose of this study is to identify conditions under which consumers prefer matte packages and those under which they prefer glossy packages and to extend the…
A dog doesn’t smile: effects of a dog’s facial expressions and gaze on pet product evaluation
Jihye Park, Arim KimThis study aims to examine the following issues: whether consumers use a dog’s facial expressions and gaze on a product’s packaging to interpret the emotions of a dog and…
The role of endorsers in bringing defunct brands back to life: theory and evidence
Naeem Gul Gilal, Faheem Gul Gilal, Jing Zhang, Rukhsana Gul Gilal, Zhenxing Gong, Waseem Gul GilalThis study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment…
The significance of a sponsored event on lesser-known brands in a competitive environment
Yiran Su, Thilo KunkelExisting research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this…
“I” seek differentiation and “we” seek assimilation: the impact of self-expressive customization on consumers’ willingness to pay a premium
Shaohui Lei, Xianqing Wang, Leiqing Peng, Yulang GuoCustomization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness…
Role of brand attachment in customers’ evaluation of service failure
Jose Luis Saavedra Torres, Monika Rawal, Ramin BagherzadehThis paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer…
Brand hate: a multidimensional construct
Chun Zhang, Michel LarocheThis study aims to examine the emotional components of brand hate and the variation of emotions across different levels of brand hate.
Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences
Jorge Matute, Ramon Palau-Saumell, Nicoletta OcchiocupoThe purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and…
Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure
Ya Zhang, Jing Zhang, Kongkidakarn SakulsinlapakornExtant literature holds contradictory views about the brand love’s moderation effect in the link between brand failure and consumer’s retaliation. This paper aims to first…
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1061-0421Online date, start – end:
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Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditors:
- Dr Cleopatra Veloutsou
- Dr Francisco Guzman
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