Journal of Product & Brand Management: Volume 24 Issue 3

Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions

Dae Hee Kwak, Youngbum Kwon, Choonghoon Lim

The purpose of this paper is to gain insight into how consumers value sports team-branded merchandise. Two experiments are conducted to examine the effects of rivalry and team…

Conceptualizing luxury buying behavior: the Indian perspective

Varsha Jain, Subhadip Roy, Ashok Ranchhod

The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to…

Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League

Robert James Thomas

The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour…

Does size matter? An exploration of the role of body size on brand image perceptions

Anna Watson, Natascha Katharina Lecki, Mohamed Lebcir

– This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions.

Toponyms as carriers of heritage: implications for place branding

Ulla Hakala, Paula Sjöblom, Satu-Paivi Kantola

The purpose of this paper is to analyse the role of a place’s name as the carrier of identity and heritage from the residents’ perspective. The authors assess the extent to which…

Global nation product equity depending on a level of cultural diffusion

Sookhyun Kim, Yuri Lee, Aran Jang, Yangim Lee, Claire Lacoste Kapstein

This paper aims to propose the global nation product equity model (GNPE) to measure global consumers’ equity of a product that a country produces, especially a nation’s cultural…

Perceived images and vocations of local territorial systems: implications for place branding strategies

Giovanni Pino, Gianluigi Guido, Alessandro M. Peluso

This paper aims to assess the extent to which the perceived images and personalities of places mirror their prevalent production orientations, or “vocations”. It also investigates…

Executive summary of “Conceptualizing luxury buying behavior: the Indian perspective”

Executive summary of “Global nation product equity depending on a level of cultural diffusion”

Executive summary of “Does size matter? An exploration of the role of body size on brand image perceptions”

Executive summary of “Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions”

Executive summary of “Toponyms as carriers of heritage: implications for place branding”

Executive summary of “Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League.”

Executive summary of “Perceived images and vocations of local territorial systems: implications for place branding strategies”

Editorial

Francisco Guzman, Cleopatra Veloutsou