Journal of Product & Brand Management
Issue(s) available: 200 – From Volume: 1 Issue: 1, to Volume: 31 Issue: 6
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Beauty lies in the eye of the beholder: consumers' and jobseekers' interpretations of the family business brand
Philipp JaufenthalerBrands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was…
Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context
Praveen Dhiman, Sangeeta AroraRelying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand…
Conceptualizing nation branding: the systematic literature review
José I. Rojas-Méndez, Mozhde KhoshnevisThis paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other…
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation
Taeyoung Kim, Jing Yang, Myungok Chris YimThis research aims to understand consumer responses to corporate social responsibility (CSR) during an unprecedented public health crisis. Specifically, two studies were…
Negative spillover of moral irresponsibility into anti-brand behaviors: the role of moral emotion and disengagement in ethical and social transgressions
Song-yi YounAs one of the largest industries in the global economy, the fashion industry has emphasized the symbolic and aspirational features of its products while maximizing the…
The primacy of corporate brand trust for new market entrants
Carmen Iuliana Mal, Gary DaviesThe purpose of this paper is to test if the order in which potential customers receive company related information and product related information about a new brand can…
Service brand avoidance in business-to-business relationships
Dorothea Sekyiwa Otoo, Raphael Odoom, Stephen Mahama BraimahThis paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting.
Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis
Naveen Donthu, Satish Kumar, Saumyaranjan Sahoo, Weng Marc Lim, Yatish JoshiThe Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a…
We “like” to value the brand: a mixed-method study
Trung Dam-Huy Thai, Tien Wang, Tin Trung NguyenFrom the perspectives of service-dominant logic and social identity theory, this study aims to assess social networking site (SNS) users’ likes as a form of social…
How to generate customer and firm benefits through online game product and brand community engagement – online and offline perspectives
Chia-Wen Chang, Chiu-Ping HsuThis study aims to provide a conceptual framework for exploring the relationship between online game product engagement and online brand community engagement and how these…
Femvertising practices on social media: a comparison of luxury and non-luxury brands
Nina Michaelidou, Nikoletta Theofania Siamagka, Leonidas Hatzithomas, Luciana ChaputThe purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis
Wagner Junior Ladeira, Joanna Krywalski Santiago, Fernando de Oliveira Santini, Diego Costa PintoThis study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings.
Growing the community bank in the shadow of national banks: an empirical analysis of the U.S. banking industry, 1994–2018
Jake David Hoskins, Sarah AbadiWith rising industry consolidation in the banking industry, it is unclear whether community banks may find more or less market opportunities. This paper aims to…
Do Americans seek pleasure while Chinese care about others’ approval? Examining stereotypical utilities positioning in brand choice contexts
Enav Friedmann, Merav Weiss-Sidi, Tiziano VescoviPast marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting…
Employer and internal branding research: a bibliometric analysis of 25 years
Gordhan K. Saini, Filip Lievens, Mukta SrivastavaIn the past 25 years, employer and internal branding have grown significantly. Prior reviews tended to focus on either one of these domains. This study aims to map the…
Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement
Shawn P. Scott, Daniel Sheinin, Lauren I. LabrecqueThe purpose of this paper is to show how sonic logos, despite their brief exposure time, resonate with consumers’ emotions and attitudes in a manner that until now has…
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment
Svetlana V. Davis, Peter A. DacinThe purpose of this paper is to investigate consumer motivation to maintain brand attachment when faced with brand transgressions. This study investigated consumer…
Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions
Sanga Song, Hye-Young KimThis study aims to investigate the relationships between customer perceptions of luxury companies’ brand pages (i.e. brand page value and self-expressive brands) and…
The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: the moderating effect of sustainability
Yunjeong Kim, Kyung Wha OhThis study aims to identify the consumption mechanism by which consumers’ materialism creates purchase intentions for luxury athleisure products through impression…
Does the relationship between brand attitude, brand attachment and purchase intention vary based on the type of prosocial expression-based brand emoji?
Hye-Jin JeonThis study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand…
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic
Jueman (Mandy) Zhang, Yi (Jasmine) WangThe novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare…
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding
Davit Davtyan, Armen TashchianThis study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore…
Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment
Shubhomoy Banerjee, Ateeque ShaikhThe study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the…
The relative impact of employees’ discrete emotions on employees’ negative word-of-mouth (NWOM) and counterproductive workplace behavior (CWB)
Sang Bong Lee, Shih Hao Liu, Carl MaertzWith the emergence of a variety of communication channels on social media, employees have more opportunities to engage with external stakeholders for or against their…
Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model
Bruno Schivinski, Nicolas Pontes, Barbara Czarnecka, Wen Mao, Jennifer De Vita, Vasileios StavropoulosThis study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the…
Consuming in a crisis: pandemic consumption across consumer segments and implications for brands
Meheli Basu, Vanitha SwaminathanThis paper aims to understand how the Covid-19 pandemic has changed consumers’ perceptions of outdoor consumption categories, such as retail shopping, eating out, public…
The impact of COVID-19 on online product reviews
Omer Cem Kutlubay, Mesut Cicek, Serdar YaylaThe ongoing COVID-19 pandemic has led to drastic changes in the lives of customers. Social isolation, financial difficulties, fear of being infected and many other factors…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditors:
- Dr Cleopatra Veloutsou
- Dr Francisco Guzman
Further Information
