Journal of Product & Brand Management: Volume 28 Issue 3

Same design, same response? Investigating natural designs in international logos

Anna Torres, Joana César Machado, Leonor Vacas de Carvalho, Michel van de Velden, Patrício Costa

This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries.

Webcare’s effect on constructive and vindictive complainants

Wolfgang J. Weitzl

This paper aims to demonstrate that online complainants’ reactions to a company’s service recovery attempts (webcare) can significantly vary across two different types of…

Bridging the gap between culture, identity and image: a structurationist conceptualization of place brands and place branding

Giuseppe Pedeliento, Mihalis Kavaratzis

Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding…

Multi-tier store brand strategies: a case study

Maria Teresa Gorgitano, Valeria Sodano

This paper aims to describe and understand the offer of premium private labels (PPLs) in Italy, with a case study on the extra virgin olive oil (EVOO).

Green city branding: perceptions of multiple stakeholders

Hui-Ju Wang

With society’s growing environmental concern, developing a green brand identity provides cities with opportunities to enhance their competitiveness. Nevertheless, few studies have…

Effects of multitier private labels on marketing national brands

M. Tolga Akcura, Ian Clark Sinapuelas, Hui-Ming Deanna Wang

This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer’s marketing mix decisions toward national brands (NBs).

Gender segmentation to increase brand preference? The role of product involvement

Enav Friedmann, Oded Lowengart

This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for…

Guilt-free pleasures: how premium and luxury influence regret

Sarah Joy Lyons, Anders Hauge Wien, Themistoklis Altintzoglou

The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt.

Identifying a private-label supplier on national brand

Samanta Pérez-Santamaría, Mercedes Martos-Partal, Álvaro Garrido-Morgado

The purpose of this study is to examine the effects of identifying suppliers on private label (PL) packaging on the perceived quality, brand image, loyalty intention and relative…