Journal of Product & Brand Management: Volume 25 Issue 5

Editorial

Cleopatra Veloutsou, Francisco Guzman

Interactive brand experience pathways to customer-brand engagement and value co-creation

Bill Merrilees

The paper aims to address a question posed by Ruth Bolton (2011):“What kinds of interactive experiences lead to favourable customer engagement rates”?

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook

Carina Simon, Tim Oliver Brexendorf, Martin Fassnacht

Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive relationships in…

An experiential model of consumer engagement in social media

Wondwesen Tafesse

This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study synthesizes the…

Retail brand experience: scale development and validation

Imran Khan, Zillur Rahman

The purpose of this paper is to develop and validate a multi-dimensional scale to measure retail brand experience.

Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

Ilaria Baghi, Veronica Gabrielli, Silvia Grappi

Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that…

Validating a scale to measure consumer’s luxury brand aspiration

Sreejesh S., Abhigyan Sarkar, Subhadip Roy

The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend…

The impact of employee work perceptions on purchase intentions from a company store

Charles D. Bodkin, Cara Peters, Jane Thomas

Company stores market to their internal employees via the distribution of branded promotional products. The purpose of this study is to investigate factors that may influence when…

Modeling employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on a firm’s performance

Athanasios Poulis, Zazli Wisker

This paper aims to examine the impact of employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on firm performance.