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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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Volume 29

  • Issue 7 2020
  • Issue 6 2020 Exploring human brands
  • Issue 5 2020
  • Issue 4 2020 Measurement and Scaling Methodologies
  • Issue 3 2020
  • Issue 2 2020 Brands and Brand Management Under Threat in an Age of Fake News
  • Issue 1 2020

Volume 28

  • Issue 7 2019
  • Issue 6 2019 Deliberate Lookalikes Purchase Behaviour: Past, Present and Future Research
  • Issue 5 2019 Consumer Negativity Towards Brands
  • Issue 4 2019
  • Issue 3 2019
  • Issue 2 2019 Consumer brand relationships
  • Issue 1 2019

Volume 27

  • Issue 7 2018 Beyond Country and Brand
  • Issue 6 2018
  • Issue 5 2018
  • Issue 4 2018
  • Issue 3 2018 Arts & Branding: Collaboration, Co-Creation and Inspiration of Brands by Arts
  • Issue 2 2018
  • Issue 1 2018 Corporate Branding

Volume 26

  • Issue 7 2017
  • Issue 6 2017
  • Issue 5 2017 Brand equity: defining, measuring and managing brand equity
  • Issue 4 2017 Branding in the era of Web 2.0 (and beyond)
  • Issue 3 2017
  • Issue 2 2017
  • Issue 1 2017

Volume 25

  • Issue 7 2016
  • Issue 6 2016 Consumer brand relationships
  • Issue 5 2016
  • Issue 4 2016 The Technopocene: Technology’s Transformation of People, Products and Brands
  • Issue 3 2016
  • Issue 2 2016
  • Issue 1 2016

Volume 24

  • Issue 7 2015
  • Issue 6 2015
  • Issue 5 2015
  • Issue 4 2015
  • Issue 3 2015
  • Issue 2 2015
  • Issue 1 2015

Volume 23

  • Issue 7 2014
  • Issue 6 2014 Babson Pricing Conference
  • Issue 4/5 2014
  • Issue 3 2014
  • Issue 2 2014
  • Issue 1 2014 CURRENT CHALLENGES IN BUILDING BRAND ENGAGEMENT

Volume 22

  • Issue 7 2013 Branding and Sustainable Growth
  • Issue 5/6 2013
  • Issue 4 2013
  • Issue 3 2013
  • Issue 2 2013
  • Issue 1 2013 Research in emerging markets advances in product and brand management

Volume 21

  • Issue 7 2012
  • Issue 6 2012 The challenges facing brand managers today
  • Issue 5 2012
  • Issue 4 2012
  • Issue 3 2012
  • Issue 2 2012
  • Issue 1 2012

Volume 20

  • Issue 7 2011 The behavioral aspects of pricing
  • Issue 6 2011 Special issue 6th International Conference of the SIG on Brand, Identity, and Corporate Reputation of the Academy of Marketing
  • Issue 5 2011
  • Issue 4 2011
  • Issue 3 2011
  • Issue 2 2011
  • Issue 1 2011

Volume 19

  • Issue 7 2010 The behavioral aspects of pricing
  • Issue 6 2010 Branding and Society The Social, Cultural and Financial Impacts of Brands in the 21st Century
  • Issue 5 2010
  • Issue 4 2010
  • Issue 3 2010
  • Issue 2 2010
  • Issue 1 2010

Volume 18

  • Issue 7 2009 Behavioural pricing
  • Issue 6 2009
  • Issue 5 2009 The power of brands as intangible assets
  • Issue 4 2009
  • Issue 3 2009
  • Issue 2 2009
  • Issue 1 2009

Volume 17

  • Issue 7 2008
  • Issue 6 2008
  • Issue 5 2008
  • Issue 4 2008
  • Issue 3 2008
  • Issue 2 2008
  • Issue 1 2008

Volume 16

  • Issue 7 2007 Behavioral pricing
  • Issue 6 2007
  • Issue 5 2007
  • Issue 4 2007
  • Issue 3 2007
  • Issue 2 2007
  • Issue 1 2007

Volume 15

  • Issue 7 2006
  • Issue 6 2006 Strategic pricing
  • Issue 5 2006
  • Issue 4 2006
  • Issue 3 2006
  • Issue 2 2006
  • Issue 1 2006

Volume 14

  • Issue 7 2005
  • Issue 6 2005 Behavioral pricing
  • Issue 5 2005
  • Issue 4 2005
  • Issue 3 2005
  • Issue 2 2005
  • Issue 1 2005

Volume 13

  • Issue 7 2004
  • Issue 6 2004
  • Issue 5 2004
  • Issue 4 2004
  • Issue 3 2004
  • Issue 2 2004
  • Issue 1 2004

Volume 12

  • Issue 7 2003
  • Issue 6 2003
  • Issue 5 2003
  • Issue 4 2003
  • Issue 3 2003
  • Issue 2 2003
  • Issue 1 2003

Volume 11

  • Issue 7 2002
  • Issue 6 2002
  • Issue 5 2002
  • Issue 4 2002
  • Issue 3 2002
  • Issue 2 2002
  • Issue 1 2002

Volume 10

  • Issue 7 2001
  • Issue 6 2001
  • Issue 5 2001
  • Issue 4 2001
  • Issue 3 2001
  • Issue 2 2001
  • Issue 1 2001

Volume 9

  • Issue 7 2000
  • Issue 6 2000
  • Issue 5 2000
  • Issue 4 2000
  • Issue 3 2000
  • Issue 2 2000
  • Issue 1 2000

Volume 8

  • Issue 6 1999
  • Issue 5 1999
  • Issue 4 1999
  • Issue 3 1999
  • Issue 2 1999
  • Issue 1 1999

Volume 7

  • Issue 6 1998
  • Issue 5 1998
  • Issue 4 1998
  • Issue 3 1998
  • Issue 2 1998
  • Issue 1 1998

Volume 6

  • Issue 6 1997
  • Issue 5 1997
  • Issue 4 1997
  • Issue 3 1997
  • Issue 2 1997
  • Issue 1 1997

Volume 5

  • Issue 6 1996
  • Issue 3 1996
  • Issue 5 1996
  • Issue 4 1996
  • Issue 2 1996
  • Issue 1 1996

Volume 4

  • Issue 5 1995
  • Issue 4 1995
  • Issue 3 1995
  • Issue 2 1995
  • Issue 1 1995

Volume 3

  • Issue 4 1994
  • Issue 3 1994
  • Issue 2 1994
  • Issue 1 1994

Volume 2

  • Issue 4 1993
  • Issue 3 1993
  • Issue 2 1993
  • Issue 1 1993

Volume 1

  • Issue 2 1992
  • Issue 4 1992
  • Issue 3 1992
  • Issue 1 1992

    Effects of transparent brand communication on perceived brand authenticity and consumer responses

    Jing Yang, Ava Francesca Battocchio

    This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s…

    pdf (1.4 MB)

    The relationship of brand attachment and mobile banking service quality with positive word-of-mouth

    Lova Rajaobelina, Sandrine Prom Tep, Manon Arcand, Line Ricard

    This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications…

    pdf (376 KB)

    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 Rehman

    This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.

    pdf (354 KB)

    Is brand love materialistic?

    Aaron Ahuvia, Philipp A. Rauschnabel, Aric Rindfleisch

    This paper aims to explore the relationship between brand love and materialism.

    pdf (524 KB)

    “Fight or flight”: coping responses to brand hate

    Oula Bayarassou, Imene Becheur, Pierre Valette-Florence

    This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the…

    pdf (591 KB)

    Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements

    Michel Laroche, Rong Li, Marie-Odile Richard, Muxin Shao

    This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural…

    pdf (864 KB)

    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-Brookshire

    This study aims to empirically examine the determinants of corporate hypocrisy and to investigate the potential negative impact on the consumer–brand relationship…

    pdf (857 KB)

    Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance

    Bashar S. Gammoh, Michael L. Mallin, Ellen Bolman Pullins

    This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship…

    pdf (642 KB)

    Brand bravery: conceptualization, scale development and validation

    Kokil Jain, Isha Jajodia, Piyush Sharma, Gurinder Singh

    Brands 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…

    pdf (731 KB)

    Green brand communication, brand prominence and self–brand connection

    Jialing (Catherine) Lin, Zhimin Zhou, Civilai Leckie

    This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and…

    pdf (661 KB)

    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 Kim

    This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer…

    pdf (963 KB)

    Co-creating consistent brand identity with employees in the hotel industry

    Sung-Yun (Ashley) Chung, John Byrom

    This 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…

    pdf (447 KB)

    Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

    Junyun Liao, Xuebing Dong, Ziwei Luo, Rui Guo

    Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based…

    pdf (301 KB)

    I can’t stop hating you: an anti-brand-community perspective on apple brand hate

    Clarinda Rodrigues, Amélia Brandão, Paula Rodrigues

    This 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…

    pdf (572 KB)

    Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation

    Sanmitra Sarkar, Saikat Banerjee

    The 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…

    pdf (617 KB)

    Facilitation of “strong” branded application outcomes – the self-concept perspective

    Timmy H. Tseng

    People 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…

    pdf (427 KB)

    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 Sharipudin

    Using 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…

    pdf (439 KB)

    Green branding effects on consumer response: examining a brand stereotype-based mechanism

    Siyu Gong, Guanghua Sheng, Peter Peverelli, Jialin Dai

    This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on…

    pdf (341 KB)

    Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

    Phuong Kim Thi Tran, Vien Ky Nguyen, Vinh Trung Tran

    This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer…

    pdf (508 KB)

    Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations

    Farzana Quoquab, Jihad Mohammad, Anis Makhillah Mohd Sobri

    The present study attempts to shed some light on tourists’ destination brand loyalty (DBL) in the Malaysian ecotourism context. More specifically, this study aims to…

    pdf (353 KB)

    Heritage-based value of a corporate brand: antecedents and effects on the firm’s financial value

    Woonsun Paek, Hyerin Ryu, Sunkyu Jun

    The 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…

    pdf (270 KB)

    Drivers and consequences of customer participation into value co-creation: a field experiment

    Mevludiye Guzel, Bülent Sezen, Umit Alniacik

    This 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…

    pdf (307 KB)

    Does corporate social responsibility improve brands’ responsible and active personality dimensions? An experimental investigation

    Liudmila Tarabashkina, Olga Tarabashkina, Pascale Quester, Geoffrey N. Soutar

    While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the…

    pdf (697 KB)

    Family business identity, consumer product evaluations and firm size

    Anyuan Shen, Surinder Tikoo

    This study aims to examine the relationship between family business identity disclosure by firms and consumer product evaluations and the moderating impact, if any, of…

    pdf (332 KB)

    Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

    Elena Delgado-Ballester

    The 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…

    pdf (601 KB)

    Brand tourism effect in the luxury hotel industry

    Seunghwan Lee, Dae-Young Kim

    This 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…

    pdf (359 KB)

    Will college students take a stand? Effects of health orientations on purchase decision factors for standing desks

    Kendall Goodrich, Mark Benden, James Munch, Wakiuru Wamwara

    This 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…

    pdf (479 KB)

    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 Churchill

    The 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…

    pdf (572 KB)

    The role of co-creation experience in engaging customers with service brands

    Khalid Hussain, Fengjie Jing, Muhammad Junaid, Qamar Uz Zaman, Huayu Shi

    This 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…

    pdf (383 KB)

    Destination branding and co-creation: a service ecosystem perspective

    Antonios Giannopoulos, Lamprini Piha, George Skourtis

    Drawing 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…

    pdf (459 KB)

    Mega-events brand meaning co-creation: the Olympic case

    Nathalia Christiani Tjandra, Ivana Rihova, Sarah Snell, Claire S. Den Hertog, Eleni Theodoraki

    This 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…

    pdf (327 KB)

    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 Arora

    Brand 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…

    pdf (426 KB)

    The sharing economy: the influence of perceived corporate social responsibility on brand commitment

    Mobin Fatma, Imran Khan, Zillur Rahman, Andrea Pérez

    This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.

    pdf (293 KB)

    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 Chen

    The 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…

    pdf (1.6 MB)

    Innovation-branding: Should all firms be equally ambidextrous?

    Audhesh K. Paswan, Francisco Guzmán, Zhi Pei

    The 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…

    pdf (285 KB)

    Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge

    Fayez Ahmad, Francisco Guzmán

    This 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…

    pdf (631 KB)

    Global or local brand? Hotel selection in global travel context

    Haemoon Oh, Misoon Lee, Seonjeong Ally Lee

    This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

    pdf (279 KB)

    The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions

    Abhishek Mishra, Shweta Jha, Rajendra Nargundkar

    Students’ 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…

    pdf (618 KB)

    Exploring the antecedents and outcomes of destination brand love

    Suzanne Amaro, Cristina Barroco, Joaquim Antunes

    This 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…

    pdf (343 KB)

    How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales

    Jake David Hoskins, Abbie Griffin

    This 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…

    pdf (384 KB)

    Self-presentation and interactivity: luxury branding on social media

    Ye Wang, Huan Chen

    This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social…

    pdf (609 KB)

    No matter what you do, I still love you: an examination of consumer reaction to brand transgressions

    Eric Kennedy, Francisco Guzmán

    This 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…

    pdf (647 KB)

    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 Erdbrügger

    This paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country…

    pdf (316 KB)

    Designing place brand architecture: the potential of a sub-brands strategy

    Elena Zelenskaya, Elena Elkanova

    The 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…

    pdf (1.9 MB)

    The red packet interaction and brand attitude in the brand communities on WeChat

    Guowei Zhu, Yaru Liu, Li Zhou

    Monetary 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…

    pdf (1.3 MB)

    Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

    Klaus-Peter Wiedmann, Walter von Mettenheim

    The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill…

    pdf (405 KB)

    Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking

    Laee Choi, Thomas Burnham

    Prior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in…

    pdf (382 KB)

    Developing voice-based branding: insights from the Mercedes case

    Maria Vernuccio, Michela Patrizi, Alberto Pastore

    By 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…

    pdf (345 KB)

    A dog doesn’t smile: effects of a dog’s facial expressions and gaze on pet product evaluation

    Jihye Park, Arim Kim

    This 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…

    pdf (405 KB)

    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 Gilal

    This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment…

    pdf (373 KB)

    The significance of a sponsored event on lesser-known brands in a competitive environment

    Yiran Su, Thilo Kunkel

    Existing research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this…

    pdf (391 KB)

    “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 Guo

    Customization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness…

    pdf (429 KB)

    Role of brand attachment in customers’ evaluation of service failure

    Jose Luis Saavedra Torres, Monika Rawal, Ramin Bagherzadeh

    This 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…

    pdf (407 KB)

    Brand hate: a multidimensional construct

    Chun Zhang, Michel Laroche

    This study aims to examine the emotional components of brand hate and the variation of emotions across different levels of brand hate.

    pdf (462 KB)

    Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites

    Anish Yousaf, Insha Amin, Dhouha Jaziri, Abhishek Mishra

    The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness.

    pdf (242 KB)

    Consumer responses to strategic customer extensions

    Kimberley D. Preiksaitis, Peter A. Dacin

    This 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…

    pdf (602 KB)

    From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

    Teresa Fernandes, Inês Inverneiro

    Exerting 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…

    pdf (327 KB)

    Pseudo-ownership advertising appeal creates brand psychological ownership: the role of self-construal and customer type

    Yan Kou, Samart Powpaka

    In 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…

    pdf (733 KB)

    What’s in a name? Scent brand names, olfactory imagery, and purchase intention

    Hua (Meg) Meng, César Zamudio, Rober D. Jewell

    This paper aims to examine how olfactory imagery, triggered by scent brand names prior to smelling, influences scented-product purchase intention.

    pdf (951 KB)

    The role of marketing and product design in driving firm’s performance

    Mónica Canto Primo, Irene Gil-Saura, Marta Frasquet-Deltoro

    This 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…

    pdf (308 KB)

    Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

    Pradeep Kautish, Arpita Khare, Rajesh Sharma

    This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand…

    pdf (453 KB)

    When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

    Tyler Milfeld, Daniel J. Flint

    A 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…

    pdf (325 KB)

    Migration intentions: a sign of a weak nation brand? A multi-group analysis between China and Pakistan

    Salman Yousaf, Mohammad Zubair Tauni, Fan Xiucheng

    This 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…

    pdf (483 KB)

    Co-production or DIY: an analytical model of consumer choice and social preferences

    Rambod Dargahi, Aidin Namin, Seth Ketron

    The 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…

    pdf (412 KB)

    Challenges of corporate brand building and management in a state owned enterprise

    Justine Alexandra Cullinan, Russell Abratt, Michela Mingione

    While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important…

    pdf (454 KB)

    Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure

    Ya Zhang, Jing Zhang, Kongkidakarn Sakulsinlapakorn

    Extant 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…

    pdf (639 KB)

    Market orientation, brand management processes and brand performance

    Pramod Iyer, Arezoo Davari, Saurabh Srivastava, Audhesh K. Paswan

    The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand…

    pdf (337 KB)

    Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences

    Jorge Matute, Ramon Palau-Saumell, Nicoletta Occhiocupo

    The 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…

    pdf (452 KB)

ISSN:

1061-0421

Online date, start – end:

1992

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Merged from:

Pricing Strategy and Practice

Editors:

  • Dr Cleopatra Veloutsou
  • Dr Francisco Guzman

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