Journal of Product & Brand Management: Volume 25 Issue 3


Table of contents

Corporate heritage tourism brand attractiveness and national identity

John M.T. Balmer, Weifeng Chen

This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national…


Surprise! We changed the logo

Julien Grobert, Caroline Cuny, Marianela Fornerino

This paper aims to investigate the impact of brand attachment and familiarity on perceived congruence between the logo and the brand. It explores the role of an under-researched…


Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)

Samuel Kristal, Carsten Baumgarth, Carolin Behnke, Jörg Henseler

This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation…


Mall brand meaning: an experiential branding perspective

Bill Merrilees, Dale Miller, Wei Shao

This paper aims to examine mall consumer brand meaning through understanding consumer brand associations of shopping malls.


Green consumer behavior: being good or seeming good?

Ulf Aagerup, Jonas Nilsson

This paper aims to expand the emerging field of symbolic green consumer behavior (GCB) by investigating the impact of anticipated conspicuousness of the consumption situation on…


As good as new – valuing fashion brands in the online second-hand markets

Jenniina Sihvonen, Linda Lisa Maria Turunen

Brand management and marketing have focused on brand-new goods, thus largely neglecting the emergence of markets for used products. This study sheds light on how consumers…


Internal branding and sustainability: investigating perceptions of employees

Galina Biedenbach, Siarhei Manzhynski

The purpose of this paper is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance…


Impact of symbolic product design on brand evaluations

Christian Boris Brunner, Sebastian Ullrich, Patrik Jungen, Franz-Rudolf Esch

The purpose of this paper is to investigate the impact of symbolic product information (symbolic product design) on consumers’ perceived brand evaluations. In an experimental…

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  • Dr Cleopatra Veloutsou