Journal of Product & Brand Management
Issue(s) available: 186 – From Volume: 1 Issue: 1, to Volume: 29 Issue: 7
Category:
Marketing
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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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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 2 2010
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Volume 1
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…
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.
Is brand love materialistic?
Aaron Ahuvia, Philipp A. Rauschnabel, Aric RindfleischThis paper aims to explore the relationship between brand love and materialism.
“Fight or flight”: coping responses to brand hate
Oula Bayarassou, Imene Becheur, Pierre Valette-FlorenceThis study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the…
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…
What to say and what to do: the determinants of corporate hypocrisy and its negative consequences for the customer–brand relationship
Sojin Jung, Gargi Bhaduri, Jung E. Ha-BrookshireThis study aims to empirically examine the determinants of corporate hypocrisy and to investigate the potential negative impact on the consumer–brand relationship…
Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance
Bashar S. Gammoh, Michael L. Mallin, Ellen Bolman PullinsThis study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship…
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…
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…
Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers
June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi, Joonho KimThis study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer…
Co-creating consistent brand identity with employees in the hotel industry
Sung-Yun (Ashley) Chung, John ByromThis paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus…
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…
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…
Facilitation of “strong” branded application outcomes – the self-concept perspective
Timmy H. TsengPeople spend more than 90% of their smartphone usage time on mobile applications (apps). Companies have capitalized on this opportunity to develop various types of branded…
Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit
Man Lai Cheung, Hiram Ting, Jun-Hwa Cheah, Mohamad-Noor Salehhuddin SharipudinUsing the stimulus-organism-response model as the theoretical basis, the purpose of this study is to examine the impact of a social media-based destination brand community…
Green branding effects on consumer response: examining a brand stereotype-based mechanism
Siyu Gong, Guanghua Sheng, Peter Peverelli, Jialin DaiThis study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on…
Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam
Phuong Kim Thi Tran, Vien Ky Nguyen, Vinh Trung TranThis paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer…
Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations
Farzana Quoquab, Jihad Mohammad, Anis Makhillah Mohd SobriThe present study attempts to shed some light on tourists’ destination brand loyalty (DBL) in the Malaysian ecotourism context. More specifically, this study aims to…
Heritage-based value of a corporate brand: antecedents and effects on the firm’s financial value
Woonsun Paek, Hyerin Ryu, Sunkyu JunThe purpose of this study is to show that a corporate brand with a long history coupled with relevance to the present obtains heritage-based value in society and the…
Drivers and consequences of customer participation into value co-creation: a field experiment
Mevludiye Guzel, Bülent Sezen, Umit AlniacikThis paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with…
Does corporate social responsibility improve brands’ responsible and active personality dimensions? An experimental investigation
Liudmila Tarabashkina, Olga Tarabashkina, Pascale Quester, Geoffrey N. SoutarWhile past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the…
Family business identity, consumer product evaluations and firm size
Anyuan Shen, Surinder TikooThis study aims to examine the relationship between family business identity disclosure by firms and consumer product evaluations and the moderating impact, if any, of…
Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms
Elena Delgado-BallesterThe purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand…
Brand tourism effect in the luxury hotel industry
Seunghwan Lee, Dae-Young KimThis study aims to examine the brand tourism effect observed in luxury hotels. The study assumed that when loyal customers of luxury hotels perceive two different types of…
Will college students take a stand? Effects of health orientations on purchase decision factors for standing desks
Kendall Goodrich, Mark Benden, James Munch, Wakiuru WamwaraThis study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of…
The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission
Lluis Mas, Paul Bolls, Emma Rodero, Miguel Barreda-Ángeles, Ashley ChurchillThe purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of…
The role of co-creation experience in engaging customers with service brands
Khalid Hussain, Fengjie Jing, Muhammad Junaid, Qamar Uz Zaman, Huayu ShiThis study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this…
Destination branding and co-creation: a service ecosystem perspective
Antonios Giannopoulos, Lamprini Piha, George SkourtisDrawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the…
Mega-events brand meaning co-creation: the Olympic case
Nathalia Christiani Tjandra, Ivana Rihova, Sarah Snell, Claire S. Den Hertog, Eleni TheodorakiThis paper aims to explore a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a…
Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification
Matti Haverila, Caitlin McLaughlin, Kai C. Haverila, Mehak AroraBrand communities are an increasingly important way for brands to interact with their customers, as they give brands an opportunity to learn from and interact with people…
The sharing economy: the influence of perceived corporate social responsibility on brand commitment
Mobin Fatma, Imran Khan, Zillur Rahman, Andrea PérezThis study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.
Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer
Yu-Shan Athena ChenThe purpose of this study is to identify conditions under which consumers prefer matte packages and those under which they prefer glossy packages and to extend the…
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…
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…
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.
The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions
Abhishek Mishra, Shweta Jha, Rajendra NargundkarStudents’ experiences with instructors and courses determine an institute’s identity. With the instructor analogous to a brand spokesperson and the course to a brand, this…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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.
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.
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…
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…
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…
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.
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…
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…
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…
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…
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…
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…
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…
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…
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…
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1061-0421Online date, start – end:
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Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditors:
- Dr Cleopatra Veloutsou
- Dr Francisco Guzman
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