Journal of Product & Brand Management
Issue(s) available: 176 – From Volume: 1 Issue: 1, to Volume: 28 Issue: 4
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Volume 1
Experience copycats: the Compostela case
Veronique Cova, Bernard CovaThe purpose of this paper is to investigate the phenomenon of experience copycats. Despite being a growing problem for organisations selling extraordinary experiences, it…
Implicit and explicit identification of counterfeit brand logos based on logotype transposition
Abhishek Pathak, Carlos Velasco, Gemma Anne CalvertWith trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the…
Brand forgiveness
Marc Fetscherin, Alexandra SampedroThis paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand…
True, fake and alternative: a topology of news and its implications for brands
Pierre Berthon, Ekin Pehlivan, Taylan Yalcin, Tamara RabinovichBerthon and Pitt (2018) recently highlighted the symbiotic relationship between fake news and brands. This paper aims to draw on semiotics to refine the fake/real news…
Do product category and consumers’ motivations profiles matter regarding counterfeiting?
André Le Roux, Marinette Thébault, Yves RoyThe purpose of this study is to explore the impact of product category and consumers’ motivations profiles on the determinants of consumers’ preferences and purchase…
Cognitive and emotional resistance to innovations: concept and measurement
Cristiano A.B. Castro, Felipe Zambaldi, Mateus Canniatti PonchioThis paper aims to conceptualize two dimensions of active innovation resistance (AIR): cognitive active resistance and emotional active resistance. A scale to measure this…
Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products
Khaled Aboulnasr, Gina A. TranThe purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation.
Examining the drivers of employee brand understanding: a longitudinal study
Enrique Murillo, Ceridwyn KingThe purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at…
Discriminant validity of the customer-based corporate reputation scale: some causes for concern
Lăcrămioara Radomir, Ovidiu I. MoisescuThis study aims to reexamine the discriminant validity of the customer-based corporate reputation (CBR) scale in both its original and short forms.
What determines residents’ commitment to a post-communist city? A moderated mediation analysis
Laurent Tournois, Chiara RolleroThis study aims to investigate how residents’ perceptions of the image of their place of living influence their level of commitment toward it. The mediating role of human…
The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand
Ilaria Baghi, Veronica GabrielliPrevious research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding…
Counterfeiting: conceptual issues and implications for branding
Bradley P. Evans, Richard G. Starr, Roderick J. BrodieThis paper aims to apply a broader perspective of branding to foster new insights and develop strategies to address product counterfeiting.
Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages
Li-Chun HsuThis study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective…
Exploring the implications of blockchain technology for brand–consumer relationships: a future research agenda
Achilleas BoukisThe purpose of this conceptual paper is to delve into the implications of blockchain technology adoption for brands and consumers. Drawing on the existing branding…
Do your employees think your slogan is “fake news?” A framework for understanding the impact of fake company slogans on employees
Linda W. Lee, David Hannah, Ian P. McCarthyThis article explores how employees can perceive and be impacted by the fakeness of their company slogans.
Protecting brands from product failure using extended warranties
Kiran Karande, Mahesh GopinathProduct failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended…
New product performance advantages for extending large, established fast moving consumer goods (FMCG) brands
Jake David Hoskins, Abbie GriffinThis paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG)…
The truth (as I see it): philosophical considerations influencing a typology of fake news
Caitlin Candice Ferreira, Jeandri Robertson, Marnell KirstenThe purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its…
Domains of influence: exploring negative sentiment in social media
Tony Cooper, Constantino Stavros, Angela R. DobeleThe purpose of this study is to empirically examine the manner in which companies mitigate negative sentiment in social media and to map the forces that may lead to…
Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands
Clarinda Rodrigues, Paula RodriguesThis paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image…
Fake news and the willingness to share: a schemer schema and confirmatory bias perspective
Kelly Weidner, Frederik Beuk, Anjali BalThe purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the…
A typology of the perceived risks in the context of consumer brand resistance
Marine Cambefort, Elyette RouxThis paper aims to provide a typology of perceived risk in the context of consumer brand resistance and thus answers the following question: how do consumers perceive the…
Engaging consumers in mobile instant messaging: the role of cute branded emoticons
Crystal T. Lee, Sara H. HsiehWith the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite…
Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption
Nikita Sharda, Anil BhatThere has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The…
Secure or fearful, who will be more resentful? Investigating the interaction between regulatory focus and attachment style
Melika Kordrostami, Elika KordrostamiThis study aims to examine the impact of consumers’ individual differences on their reactions to brand failure.
Consumer relationship with pro-environmental apparel brands: effect of knowledge, skepticism and brand familiarity
Lauren Copeland, Gargi BhaduriThe apparel industry is often scrutinized for its lack of environmental stewardship, and thus pro-environmental initiatives have been of significant consideration among…
Brand hypocrisy from a consumer perspective: scale development and validation
Amélie GuèvremontThere is increasing interest in understanding negative consumer reactions to brands and the nature of negative brand perceptions. The purpose of this paper is to…
Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firms
Hasan Dinçer, Tuba Bozaykut-Buk, Şenol Emir, Serhat Yuksel, Nicholas AshillThe purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC…
Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes
Şahver Omeraki Çekirdekci, Fatma Ozge Baruonu LatifThis paper aims to examine how socio-economic status (SES) shapes consumers’ purchase behavior of genuine brands and counterfeits. It also forms a typology based on the…
The bright side and dark side of group heterogeneity within online brand community
Junyun Liao, Defeng Yang, Haiying Wei, Yulang GuoDespite the increasingly common view that online brand community (OBC) members are heterogeneous, knowledge concerning the impact of group heterogeneity on community and…
Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building
Chen Lou, Quan Xie, Yang Feng, Wonkyung KimThis study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand…
The effects of logo frame design on brand extensions
Yu-Shan Athena Chen, Lien-Ti BeiThe purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames.
Brand community identification matters: a dual value-creation routes framework
Chia-Wen Chang, Chih-Huei Ko, Heng-Chiang Huang, Shih-Ju WangA brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the…
Consumer response to negative celebrity publicity: the effects of moral reasoning strategies and fan identification
Sai Wang, Ki Joon KimIn the context of celebrity endorsement, this study aims to demonstrate that the ways in which consumers adopt moral reasoning strategies (i.e. rationalization, decoupling…
The invisible identity in a visible world: how religiosity mediates consumer culture and the marketplace
Thuy D. Nguyen, Shih Yung Chou, Charles Blankson, Phillip WilsonThis paper aims to offer a systematic view of religious consumption and its iterative influences on consumers, as well as their differences in attitudes, values and behaviors.
Brand identification, cause-brand alliances and perceived cause controversy
Yasamin Vahdati, Kevin E. VossThe purpose of this study is to examine the extent to which a cause-brand alliance (CBA) leads to improved attitude toward cause-brand alliance, which in turn leads to…
I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management
Sergio Andrés Osuna Ramírez, Cleopatra Veloutsou, Anna Morgan-ThomasNegativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an…
Investigating the emotional appeal of fake news using artificial intelligence and human contributions
Jeannette PaschenThe creation and dissemination of fake news can have severe consequences for a company’s brand. Researchers, policymakers and practitioners are eagerly searching for…
Converting internal brand knowledge into employee performance
Liem Viet Ngo, Nguyen Phong Nguyen, Kim Thien Huynh, Gary Gregory, Pham Hung CuongInternal branding efforts are essential in improving employee performance in services marketing. Drawing on reformulation of attitude theory, this paper aims to contribute…
Refuting fake news on social media: nonprofits, crisis response strategies and issue involvement
Michail Vafeiadis, Denise S. Bortree, Christen Buckley, Pratiti Diddi, Anli XiaoThe dissemination of fake news has accelerated with social media and this has important implications for both organizations and their stakeholders alike. Hence, the…
Brand management in the era of fake news: narrative response as a strategy to insulate brand value
Adam J. Mills, Karen RobsonBrand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially…
Brand avoidance: underlying protocols and a practical scale
Raphael Odoom, John Paul Kosiba, Christian Tetteh Djamgbah, Linda NarhThe increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen access:
hybridMerged from:
Pricing Strategy and PracticeEditors:
- Dr Francisco Guzman
- Professor Cleopatra A Veloutsou