Journal of Product & Brand Management
Issue(s) available: 203 – From Volume: 1 Issue: 1, to Volume: 32 Issue: 1
Volume 32
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Issue 1 2023
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Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters
Fayez Ahmad, Francisco GuzmánNegative online consumer reviews represent different forms of injustice. The effect of different types of injustice experienced in a service encounter on a brand is…
Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement
Timmy H. Tseng, Han-Yu WangInternet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by…
Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19
Yuanyuan Cai, Mengmeng Wang, Haiyang Huang, Quanyu JiangThe COVID-19 pandemic has dramatically disrupted everyday life, leading to a cascade of negative emotional responses such as death anxiety. Against this backdrop, the…
Employees’ online brand advocacy behaviors as a response to justice and emotion
Nilsah Cavdar Aksoy, Nihal Yazici, Ahmet DuzenciThis study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework.
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience
Jiyun Kang, Amy A. Faria, Judy Lee, Woo Jin ChoiMerely being known as a highly ethical or strong performer cannot shield a company from every kind of crisis. From product failures to environmental and social issues, a…
The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning
Bangwool HanThis study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand…
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique
Clarissa Theadora, Maria Veronica Amelia, Garry Wei-Han Tan, Pei-San Lo, Keng-Boon Ooi, Yogesh Kumar DwivediGiven the acute competition between music-streaming platforms (MSPs), the purpose of this study is to identify the relational motivators of brand loyalty towards the MSP…
A moderated mediation model of situational context and brand image for online purchases using eWOM
Le Nguyen Hoang, Le Thanh TungThe moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical…
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship
Augusto Bargoni, Jacopo Ballerini, Demetris Vrontis, Alberto FerrarisThis paper aims to explore the impact of brand authenticity dimensions (i.e. aesthetic, symbolism, heritage, originality, quality commitment and virtue) on consumer…
Signaling norm salience through perceived peer counterfeit consumption
Sameeullah Khan, Asif Iqbal Fazili, Irfan BashirThis paper aims to theorize that millennials' counterfeit buying behavior is partly driven by perceived peer counterfeit consumption – the perception that counterfeit…
Configurating product placement prominence on brand memory: what counts and what does not?
Sigen Song, Fanny Fong Yee Chan, Yongfa Li, Cheng Lu WangPlacement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to…
Brand anthropomorphism on Twitter: communication strategies and consumer engagement
Linwan Wu, Naa Amponsah Dodoo, Chang-Won ChoiAnthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange…
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity
Andreas Strebinger, Thomas OtterMany consumer packaged goods (CPG) companies have increased the visibility of their corporate brand to consumers by adding a corporate logo (e.g. Unilever “U”) on the…
Too thin to be cute: the influence of letter height-to-width ratio on consumer perception
Zhipeng Xie, Tao Wang, Jing Zhao, Huanyu QinThis study aims to test the possible correlation between the letter height-to-width ratio and consumers’ perception of cuteness.
The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms
Anni Rahimah, Huu Phuc Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng, Andriani KusumawatiThe purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance…
Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding
Sang Bong Lee, Taewon SuhAlthough the alignment between mission statement and leadership practices leads to higher employee performance, it is unclear how the alignment is linked with employee…
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles
Aidin Namin, Seth KetronWhile prior research has investigated factors that predict consumers’ information search behaviors as they relate to automobiles, such studies were conducted prior to the…
Feeling psychologically close: examining the determinants of branded app engagement
Sara H. Hsieh, Timmy H. Tseng, Crystal T. LeeEnabled by pronounced advancement in technology, branded apps have dramatically changed how consumers communicate with brands. However, despite the proliferation of mobile…
Market selection and product positioning decisions’ implications for short- and long-term performance: evidence from the US music industry
Jake David Hoskins, Abbie GriffinThis research paper aims to investigate detailed relationships between market selection and product positioning decisions and their associated short- and long-term product…
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities
Nora J. Rifon, Mengtian Jiang, Shuang WuThis study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and…
Do you consider buying a counterfeit? New evidence from the theory of planned behaviour and cognitive dissonance theory
Sally Raouf Ragheb Garas, Amira Fouad Ahmed Mahran, Hassan Mohamed Hussein MohamedThis paper aims to investigate the impact of perceived risk, ethical judgement, value consciousness, susceptibility to social influence and neutralisation on counterfeit…
Brand equity and stock performance in time of crisis: evidence from the COVID-19 pandemic
Maryam Farhang, Omid Kamran-Disfani, Arash H. ZadehThis paper aims to investigate the impact of brand equity (BE) on stock performance (i.e. stock return, volatility and beta), and compare the performance of a high brand…
Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers
Kian Yeik Koay, Chee Wei Cheah, Hui Shan LomThis study aims to investigate the influence of perceived risk, including financial, functional, aesthetic, sanitary, psychological and social risks, on the intention to…
Pro-environmental messages have more effect when they come from less familiar brands
Vera Herédia-ColaçoThis research aims to compare consumer responses to pro-environmental communication and appeals to recycle packaging when these messages come from a high-familiarity…
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism
Shuang Yang, Jiarong Tang, Jian Cai, Gongxing GuoFew extant studies have focused on digital rituals and investigated the relationship between them and customer citizenship behavior in the context of online brand…
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information
Thilini Chathurika Gamage, Nicholas Jeremy AshillDespite the increasing popularity of influencer marketing, there exists a lack of understanding of how content created by social media influencers stimulates the…
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation
Hsuan-Hsuan Ku, Pei-Ting ChenTo heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to…
Positioning products through names: effect of sound symbolism on perception of products with blended brand names
Sunny Vijay Arora, Arti D. Kalro, Dinesh SharmaManagers prefer semantic imbeds in brand names, but extant literature has primarily studied fictitious names for their sound-symbolic perceptions. This paper aims to…
Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation
Wondwesen Tafesse, Bronwyn P. WoodDrawing on insights from social influence theory, the MAIN model of digital media affordances and the literature on the attention economy, this study aims to investigate…
Do products branded with handwritten scripts suffer more amid product-harm crises?
Rubing Bai, Baolong Ma, Zhichen Hu, Hong WangThis paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on…
Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals
Elena Delgado-Ballester, Inés López-López, Alicia BernalThis study aims to examine personal factors that drive the initiation of an online firestorm, an online collaborative attack against a brand that usually occurs when a…
Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset
Wojciech Trzebinski, Piotr Gaczek, Beata MarciniakThis paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise…
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Denise Linda Parris, Francisco GuzmánThis paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts…
Fueling and cooling firestorms: how online community members enable and disable online negative e-WOM
Tyler Hancock, Michael Breazeale, Frank G. Adams, Haley HardmanA firestorm is a vast wave of negative information about a brand that disseminates quickly online. Their relative unpredictability represents a particularly challenging…
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities
Amy Wong, Yu-Chen HungThis paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on…
Take heed of those you reject: a candidate’s view of employer reputation
Shuai Chen, Weiwen Wang, Juan Zhou, Shuyue Zhang, Anqi Ge, Juan Feng, Yun ZhouThis paper aims to propose a novel candidate view of research on employer reputation. The authors examine how candidates evaluate a company’s employer reputation after…
Art infusion phenomenon: a systematic literature review
Mansi Gupta, Rakesh Mohan JoshiThis study aims to provide a structured and comprehensive synthesis of studies of the art infusion phenomenon, which describes the influence of art on consumers…
Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm
Asif Ali Safeer, Hancheng LiuAuthenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in…
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…
Social media influencer (SMI) as a human brand – a need fulfillment perspective
Aaminah Zaman Malik, Sajani Thapa, Audhesh K. PaswanSocial media influencers (SMIs) are becoming a powerful force within the marketing and branding landscape, with several leading brands opting to use SMI endorsements for…
Family business branding from a signaling theory perspective: an integrative framework
Marco Galvagno, Vincenzo Pisano, Sonia M. StranoThis study aims to review family business branding research, elaborate a new framework integrating family business branding and corporate brand management literature and…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou
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