Journal of Product & Brand Management: Volume 28 Issue 5

Guest editorial

Silvia Grappi, Lia Zarantonello, Simona Romani

Guest editorial

Silvia Grappi, Lia Zarantonello, Simona Romani

A typology of the perceived risks in the context of consumer brand resistance

Marine Cambefort, Elyette Roux

This paper aims to provide a typology of perceived risk in the context of consumer brand resistance and thus answers the following question: how do consumers perceive the risk…

Brand avoidance: underlying protocols and a practical scale

Raphael Odoom, John Paul Kosiba, Christian Tetteh Djamgbah, Linda Narh

The increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical investigations…

Brand hypocrisy from a consumer perspective: scale development and validation

Amélie Guèvremont

There is increasing interest in understanding negative consumer reactions to brands and the nature of negative brand perceptions. The purpose of this paper is to conceptualize the…

I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management

Sergio Andrés Osuna Ramírez, Cleopatra Veloutsou, Anna Morgan-Thomas

Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity…

Brand forgiveness

Marc Fetscherin, Alexandra Sampedro

This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and…

The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand

Ilaria Baghi, Veronica Gabrielli

Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding…

Secure or fearful, who will be more resentful? Investigating the interaction between regulatory focus and attachment style

Melika Kordrostami, Elika Kordrostami

This study aims to examine the impact of consumers’ individual differences on their reactions to brand failure.

Domains of influence: exploring negative sentiment in social media

Tony Cooper, Constantino Stavros, Angela R. Dobele

The purpose of this study is to empirically examine the manner in which companies mitigate negative sentiment in social media and to map the forces that may lead to pre-emptive…