Journal of Product & Brand Management: Volume 28 Issue 2

Latest research on brand relationships: introduction to the special issue

Marc Fetscherin, Francisco Guzman, Cleopatra Veloutsou, Ricardo Roseira Cayolla

This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of…

The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits

Scott A. Thompson, James M. Loveland, Katherine E. Loveland

The purpose of this paper is to investigate the competing effects of brand community participation, which should enhance loyalty to both the brand and to already-owned products…

Brand communities’ relational outcomes, through brand love

Arnaldo Coelho, Cristela Bairrada, Filipa Peres

This paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love.

Consumer – green brand relationships: revisiting benefits, relationship quality and outcomes

Erifili Papista, Sergios Dimitriadis

The study aims to develop and test a relationship-building model for green brands. It synthesizes findings on the consumer motives offered by green brands, with relationship…

Health and fitness online communities and product behaviour

Laurence Dessart, Maureen Duclou

This paper aims to determine the impact of online community participation on attitudes and product-related behaviour in the health and fitness sector.

Brand love: the emotional bridge between experience and engagement, generation-M perspective

Muhammad Junaid, Fujun Hou, Khalid Hussain, Ali Ashiq Kirmani

The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between…

Brand engagement without brand ownership: a case of non-brand owner community members

Jitender Kumar, Jogendra Kumar Nayak

Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological…

The effect of brand authenticity on consumer–brand relationships

Hyunjoo Oh, Paulo Henrique Muller Prado, Jose Carlos Korelo, Francielle Frizzo

This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently…

Matching-up celebrities’ brands with products and social causes

Ana Luisa Santos, Filipa Barros, António Azevedo

Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand…

The impact of perceptions of politician brand warmth and competence on voting intentions

Aronté Marie Bennett, Chris Malone, Kenyn Cheatham, Naina Saligram

The cultivation and maintenance of a brand is becoming increasingly important as politicians seek to connect with constituents. Through the lens of social cognition and group…

Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships

Teresa Fernandes, Mariana Moreira

The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its…

How much is “too much” for a brand to use an advergame with children?

Luisa Agante, Ana Pascoal

The purpose of this study is to understand the magnitude of the impact advergames have on children’s preferences and choices for unhealthy products and brands, in terms of time of…

How brand personality and failure-type shape consumer forgiveness

Roseann Viscomi Hassey

This paper aims to explore the impact of an overlooked variable, brand personality, as a basis for brand forgiveness and recovery following brand failures.