Journal of Product & Brand Management
Issue(s) available: 184 – From Volume: 1 Issue: 1, to Volume: 29 Issue: 5
Category:
Marketing
Volume 29
Volume 28
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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
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…
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…
The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity
Diego Alvarado-Karste, Francisco GuzmánBrand identities have a dual nature that appeals to the head (rational appeal) and to the heart (emotional appeal) of their consumers. Furthermore, consumers can process…
Consumers and their celebrity brands: how personal narratives set the stage for attachment
Bennie Eng, Cheryl Burke JarvisThis paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e…
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.
The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality
Joseph W. ChangThis study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions.
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…
You are a brand: social media managers’ personal branding and “the future audience”
Jenna JacobsonSocial media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media…
A picture is worth a thousand words! How visual storytelling transforms the aesthetic experience of novel designs
Christin Seifert, Veena ChattaramanThis study aims to provide a holistic understanding of how visual storytelling influences the objective and subjective cognitive responses of consumers, namely objective…
Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites
Anish Yousaf, Insha Amin, Dhouha Jaziri, Abhishek MishraThe purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness.
Global or local brand? Hotel selection in global travel context
Haemoon Oh, Misoon Lee, Seonjeong Ally LeeThis study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.
Consumer responses to strategic customer extensions
Kimberley D. Preiksaitis, Peter A. DacinThis study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or…
Product design matters, but is it enough? Consumers’ responses to product design and environment congruence
Ehsan Naderi, Iman Naderi, Bimal BalakrishnanThis study aims to investigate the combined effects of product design and environment congruence on consumers’ aesthetic, affective and behavioral responses.
From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?
Teresa Fernandes, Inês InverneiroExerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use…
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…
Technology adoption news and corporate reputation: sentiment analysis about the introduction of Bitcoin
Federico Caviggioli, Lucio Lamberti, Paolo Landoni, Paolo MeolaEvidence from previous literature indicates that adopting a new innovative technology has a positive impact on a company’s business performance. Much less work has been…
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…
Think versus feel: two dimensions of brand anthropomorphism
Rong Huang, Xinyue Zhou, Weiling Ye, Siyuan GuoThis paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel.
Pseudo-ownership advertising appeal creates brand psychological ownership: the role of self-construal and customer type
Yan Kou, Samart PowpakaIn the advertising strategy called pseudo-ownership advertising appeal, ownership-implying language (e.g. my, our or your) is used to induce consumers’ “ownership” of a…
Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context
Ankur Srivastava, Dipanjan Kumar Dey, Balaji M.S.The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It…
A competitive resource: consumer-perceived new-product creativity
Bing XuThis paper aims to examine the influences of consumer-perceived new-product creativity (NPC) on consumers’ purchase intentions (PIs), along with the mediating effects of…
Understanding the relationships between social media influencers and their followers: the moderating role of closeness
Brian J. Taillon, Steven M. Mueller, Christine M. Kowalczyk, Daniel N. JonesThe purpose of this paper is to better understand the role of closeness and the relationships between social media influencers and their followers, and, more specifically…
What’s in a name? Scent brand names, olfactory imagery, and purchase intention
Hua (Meg) Meng, César Zamudio, Rober D. JewellThis paper aims to examine how olfactory imagery, triggered by scent brand names prior to smelling, influences scented-product purchase intention.
“It’s good.” “says who?”: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors’ human brand identity
Camille Pluntz, Bernard PrasBuilding strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this…
The role of marketing and product design in driving firm’s performance
Mónica Canto Primo, Irene Gil-Saura, Marta Frasquet-DeltoroThis study aims to suggest an integrative model to investigate design orientation by analyzing its links with market orientation and its ability to generate and maintain a…
The role of customer engagement in travel services
Prateeksha Parihar, Jagrook DawraThe purpose of this study is to understand the role of customer engagement (CE) in transforming a committed customer into a loyal customer in an online service context…
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…
A thematic exploration of human brands: literature review and agenda for future research
Maria Lucila Osorio, Edgar Centeno, Jesus Cambra-FierroThe purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-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…
What makes followers loyal? The role of influencer interactivity in building influencer brand equity
Sunghee Jun, Jisu YiThis paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of…
Internal audience strikes back from the outside: emotionally exhausted employees’ negative word-of-mouth as the active brand-oriented deviance
Sang Bong Lee, Taewon SuhReflecting on the importance of negative word-of-mouth (NWOM) executed by internal audience of brand management, this study aims to explore the mechanism of employees…
From country stereotypes to country emotions to intentions to visit a country: implications for a country as a destination brand
Milena Micevski, Adamantios Diamantopoulos, Jennifer ErdbrüggerThis paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country…
Impact of social media activity outcomes on brand equity
Jeen-Su Lim, Phuoc Pham, John H. HeinrichsFirms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user…
Migration intentions: a sign of a weak nation brand? A multi-group analysis between China and Pakistan
Salman Yousaf, Mohammad Zubair Tauni, Fan XiuchengThis study aims to focus on the internal audiences of a nation brand, i.e. the citizens of a country and is built on the theoretical premise that migration intentions…
The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention
Chengchen Liu, Ya Zhang, Jing ZhangThere is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities…
Co-production or DIY: an analytical model of consumer choice and social preferences
Rambod Dargahi, Aidin Namin, Seth KetronThe purpose of this paper is to demonstrate how consumers choose among three different options offered by a firm in a monopolistic setting, namely, to buy a standard…
Designing place brand architecture: the potential of a sub-brands strategy
Elena Zelenskaya, Elena ElkanovaThe purpose of this paper is to investigate the problem of place brand architecture. Despite being a well-established research domain in the field of product and services…
The red packet interaction and brand attitude in the brand communities on WeChat
Guowei Zhu, Yaru Liu, Li ZhouMonetary incentives have been widely adopted by brands to promote consumer engagement in their brand communities on social networking sites. This paper aims to explore how…
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…
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…
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…
Challenges of corporate brand building and management in a state owned enterprise
Justine Alexandra Cullinan, Russell Abratt, Michela MingioneWhile there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important…
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…
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…
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…
A study on the dynamics between the moral reasoning process and celebrity image and their impact on consumers’ support for celebrity comebacks after a transgression
Hosun Lee, Dae Ryun Chang, Sabine EinwillerThis study aims to examine how consumers use a moral reasoning process to defend preferred celebrity and celebrity brand images and specifically, the processes for…
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…
Market orientation, brand management processes and brand performance
Pramod Iyer, Arezoo Davari, Saurabh Srivastava, Audhesh K. PaswanThe purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand…
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
