Journal of Product & Brand Management
Issue(s) available: 194 – From Volume: 1 Issue: 1, to Volume: 30 Issue: 8
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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 1
Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation
Yaoqi Li, Chun Zhang, Lori Shelby, Tzung-Cheng HuanThis study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual…
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Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex
Jitender KumarThis study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and…
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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…
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Enhancing brand loyalty through online brand communities: the role of community benefits
Travis K. Huang, Yi-Ting Wang, Kuan-Yu LinThis study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan.
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The effect of corporate political advocacy on brand perception: an event study analysis
Jan Klostermann, Chris Hydock, Reinhold DeckerIn recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking…
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User design as a double-edged sword: exploring perceived self-improvement and uncertainty in purchasing utilitarian products
Chunfeng Chen, Depeng Zhang, Kevin Lu, Catherine L. WangThis paper aims to examine the effects of design sources (user design vs. company design) on customers’ perceived value (perceived self-improvement and perceived…
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Birds of a feather: brand attachment through the lens of consumer political ideologies
Richard L. Flight, Kesha CokerIn today’s world of heightened sociopolitical issues, consumer political ideologies may determine the nature of consumer-brand relationships. Consumers seek out…
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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…
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Compromise pricing in luxury
Béatrice Parguel, Annalisa Fraccaro, Sandrine MacéGoing beyond odd and even prices, this paper aims to explore the rationale behind the widespread practice of setting prices ending in “50” or “80” in the luxury industry…
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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.
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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…
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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…
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Exploring the chain of effects between local identity and expatriate consumers’ preference for local food brands
Dario Miocevic, Ruzica Brecic, Srdan ZdravkovicTheorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural…
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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…
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Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands
Charles S. AreniThe purpose of this study is to show how non-random groupings of YouTube videos can be combined with automated text analysis (ATA) of user comments to conduct…
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Understanding the antecedents to luxury brand consumer behavior
Christine M. Kowalczyk, Natalie A. MitchellThis paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group…
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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…
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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.
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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.
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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…
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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…
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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…
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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…
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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.
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“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…
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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.
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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…
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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.
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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…
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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…
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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…
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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…
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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.
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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.
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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
