Journal of Product & Brand Management: Volume 24 Issue 6

Intellectual capital through the eyes of the consumer

The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity…

Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration

This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two…

The influence of “Facebook friends” on the intention to join brand pages

This paper aims to examine the role of Facebook friends on the intention to join brand pages in this social network site (SNS). SNSs have grown in both popularity and use. They…

Spillover of social responsibility associations in a brand portfolio

This paper aims to explore the spillover effect of social responsibility (SR) activity at the product brand level on the full brand portfolio. Extant research has established that…

Perceived brand portfolios: how individual views hamper efficiency

The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio of two…

Overcoming resistance to product rebranding

The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this…

Celebrity endorsements and branding strategies: event study from India

The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their…

The impact of copycat packaging strategies on the adoption of private labels

This paper aims to analyze the impact of copycat packaging strategies on consumers’ product choices, assessing to what extent the adoption of this type of packaging increases the…

Executive summary of “Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration”

Executive summary of “Overcoming resistance to product rebranding”

Executive summary of “The impact of copycat packaging strategies on the adoption of private labels”

Executive summary of “The influence of “Facebook friends” on the intention to join brand pages”

Editorial

Executive summary of “Intellectual capital through the eyes of the consumer”

Executive summary of “Perceived brand portfolios: how individual views hamper efficiency”

Executive summary of “Celebrity endorsements and branding strategies: event study from India”

Executive summary of “Spillover of social responsibility associations in a brand portfolio”