Journal of Product & Brand Management
Issue(s) available: 193 – From Volume: 1 Issue: 1, to Volume: 30 Issue: 7
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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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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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Volume 1
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media
Carolin Siepmann, Lisa Carola Holthoff, Pascal KowalczukAs luxury goods are losing their importance for demonstrating status, wealth or power to others, individuals are searching for alternative status symbols. Recently…
Visually communicating brand heritage on social media: champagne on Instagram
Joshua Butcher, Fabien PecotThis paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media.
New luxury: defining and evaluating emerging luxury trends through the lenses of consumption and personal values
Stephanie D. Atkinson, Jiyun KangGiven the unclear lines between traditional and newly emerged luxury, this research aims to explore which luxury consumption values are important to young consumers (aged…
Sustainability through the lens of the professional adviser: the case for brand trust
Michael Stoica, Thomas M. HickmanThis investigation builds on two domains. First, professional service providers, such as dentists and veterinarians, represent an understudied link in the distribution…
Transmission of negative brand-relevant content on social media
Ashleigh Powell, Constantino Stavros, Angela DobeleUnderstanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this…
Constructing generational identity through counterfeit luxury consumption
Sameeullah Khan, Asif Iqbal Fazili, Irfan BashirThis paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective.
An expansion of the brand and message framing effects on smart health-care clothing
Hongjoo Woo, Sanghee KimThe purpose of this study is to examine the effects of brand and message framing on consumers’ evaluations and purchase intentions of smart health-care clothing. The study…
City brand love: modelling and resident heterogeneity analysis
Saalem Sadeque, Mohammad Shahidul Hasan Swapan, Sanjit K. Roy, MD AshikuzzamanThis study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident…
The anatomy of a rivalry: the role of resentment in the development of brand attitudes
Diego Alvarado-Karste, Blair KidwellThis study aims to demonstrate that feelings of resentment, fueled by perceptions of injustice, underlie the formation of rivalries. Further, this study analyzes how…
The role of brand personality in the formation of consumer affect and self-brand connection
Justin F. McManus, Sergio W. Carvalho, Valerie TriftsThis study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.
Congruency or incongruency: a theoretical framework and opportunities for future research avenues
Andreas Aldogan Eklund, Miralem HelmefalkThe purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.
Bilingual brand communities? Strategies for targeting Hispanics on social media
Dino A. Villegas, Alejandra Marin MarinThis paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural…
Artification strategies to improve luxury perceptions: the role of adding an artist name
Vicente Marin, Cristóbal Barra, Jorge MoyanoThe purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the…
Title redacted: the impact of negative online review censorship
Jennifer L. Stevens, Carol L. Esmark Jones, Mike BreazealeConsumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method…
Brand imitation strategy, package design and consumer response: what does it take to make a difference?
Fei Qiao, William Glenn GriffinThis study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products.
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context
Manish Das, Victor Saha, M.S. BalajiThis study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and…
Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis
Oanh Dinh Yen Nguyen, Jenny (Jiyeon) Lee, Liem Viet Ngo, Tran Ha Minh QuanThe purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering…
Branding’s academic–practitioner gap: managers’ views
Frank Alpert, Mark Brown, Elizabeth Ferrier, Claudia Fernanda Gonzalez-Arcos, Rico PiehlerThis study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain.
Is it love or just like? Generation Z’s brand relationship with luxury
Hyunju Shin, Jacqueline Eastman, Yuan LiThis study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has…
Fifteen years of customer engagement research: a bibliometric and network analysis
Linda D. Hollebeek, Tripti Ghosh Sharma, Ritesh Pandey, Priyavrat Sanyal, Moira K. ClarkIn recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a…
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts
Yang Cheng, Hua JiangThis study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their…
Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love
Elaine Wallace, Pedro Torres, Mário Augusto, Maryana StefurynDrawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of…
Developing and testing a typology of brand benefit differentiation
Alexander Farestvedt Hem, Magne SupphellenThe purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation.
Redefining brand hijacking from a non-collaborative brand co-creation perspective
Alfonso Siano, Maria Giovanna Confetto, Agostino Vollero, Claudia CovucciIn the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking…
Brand implications of advertising products with their reflections
Nazuk Sharma, Marisabel RomeroThe purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood…
To be or not to be equal: the impact of pride on brands associated with dissociative out-groups
Yue Lu, Zhanqing Wang, Defeng Yang, Nakaya KakudaBrands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are…
Assessing levers of guilt in luxury consumption: an international perspective
Jean-Noel Kapferer, Pierre Valette-FlorenceFor as long as luxury has existed, it has been criticized, by philosophers and moralists, who condemn self-indulgence, hedonism and vanity. Yet these concerns have not…
Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach
Jing Yang, Juan MundelThis study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e…
Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions
JungHwa (Jenny) Hong, Jie Yang, Barbara Ross Wooldridge, Anita D BhappuBrand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed…
Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands
Xiaoyong Wei, Sojin JungWhen fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is…
Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement
Nebojsa S. Davcik, Daniela Langaro, Colin Jevons, Rita NascimentoThis study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content…
How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness
Susanna S. Lee, Huan Chen, Yu-Hao LeeThe purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram…
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…
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…
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…
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…
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…
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…
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…
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.
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…
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.
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…
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…
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…
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…
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…
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…
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…
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…
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…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditors:
- Dr Cleopatra Veloutsou
- Dr Francisco Guzman
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