Journal of Product & Brand Management: Volume 27 Issue 5

Editorial

Cleopatra Veloutsou, Francisco Guzman

The impact of atmospherics on WOM about short life-cycle products: the case of motion pictures

Leonidas Hatzithomas, Panagiotis Gkorezis, Athina Y. Zotou, George Tsourvakas

This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such…

Blending the past and present in a retro branded music concert: the impact of nostalgia proneness

Damien Hallegatte, Myriam Ertz, François Marticotte

Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding…

Seeing through touch: a conceptual framework of visual-tactile interplay

Andreas Aldogan Eklund, Miralem Helmefalk

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

Parent brands’ influence on co-brand’s perception: a model-based approach

Daniel Böger, Pascal Kottemann, Reinhold Decker

This paper aims to investigate what influence the perceptions of two parent brands have on the perception of a newly formed co-brand. Furthermore, it elaborates whether…

Are multiple brand endorsements economically effective?

Arpita Agnihotri, Saurabh Bhattacharya, Satya Prasad V.K.

The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on…

An experimental study into the effects of self-disclosure and crisis type on brand evaluations – the mediating effect of blame attributions

Sabrina M. Hegner, Ardion D. Beldad, Ruth Hulzink

Brands facing a crisis have to decide whether to disclose crisis-related information themselves or to wait and take the risk that a third party breaks the news. While brands might…

Emotional intelligence, external emotional connections and brand attachment

Anna J. Vredeveld

The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and…

Brand equity, risk and return in Latin America

Marta Olivia Rovedder de Oliveira, Aline Armanini Stefanan, Mauri Leodir Lobler

This study aims to compare the performance of stocks of companies with high brand equity with the stocks of other companies listed on the stock market of emerging countries of…

Are they willing to work for you? An employee-centric view to employer brand attractiveness

Lorena Ronda, Carmen Valor, Carmen Abril

The present study aims to propose a novel employee-centric framework for the study of employer brand attractiveness. This framework disentangles the role of employer attributes…