Journal of Product & Brand Management: Volume 29 Issue 4

Guest editorial

Victoria Crittenden, Marko Sarstedt, Claudia Astrachan, Joe Hair, Carlos Eduardo Lourenco

Online brand advocacy (OBA): the development of a multiple item scale

Violetta Wilk, Geoffrey Norman Soutar, Paul Harrigan

Despite an increasing interest in online brand advocacy (OBA) and the importance of online brand conversations, OBA’s conceptualization, dimensionality and measurement are…

Corporate social responsibility and business ethics: conceptualization, scale development and validation

Dana E. Harrison, O.C. Ferrell, Linda Ferrell, Joe F. Hair, Jr

The purpose of this paper is to theoretically develop and empirically validate separate scales that represent a consumer’s expectations of business ethics (BE) and corporate…

Cognitive and emotional resistance to innovations: concept and measurement

Cristiano A.B. Castro, Felipe Zambaldi, Mateus Canniatti Ponchio

This paper aims to conceptualize two dimensions of active innovation resistance (AIR): cognitive active resistance and emotional active resistance. A scale to measure this…

Discriminant validity of the customer-based corporate reputation scale: some causes for concern

Lăcrămioara Radomir, Ovidiu I. Moisescu

This study aims to reexamine the discriminant validity of the customer-based corporate reputation (CBR) scale in both its original and short forms.

Brand love measurement scale development: an inter-cultural analysis

Vasco M. Pontinha, Rita Coelho do Vale

The main purpose of this paper is to develop a brand love measurement scale, adopting an etic approach and testing for differences on how consumers experience brand love across…

Consumer engagement in social media: scale comparison analysis

Mateus Ferreira, Felipe Zambaldi, Diego de Sousa Guerra

Engagement is a construct that varies according to the subject, object and context; this has been used to justify the coexistence of a variety of construct definitions and scales…

Evaluation of brand relationship quality using formative index: a novel measurement approach

Kishalay Adhikari, Rajeev Kumar Panda

This paper aims to develop a parsimonious and robust formative index for evaluating and measuring the brand relationship quality of automobile brands.

A history of brand misdefinition – with corresponding implications for mismeasurement and incoherent brand theory

John F. Gaski

This paper aims to dissect conceptual and semantic issues surrounding the word “brand.” Theoretical, operational and practical concerns resulting from the term’s use and misuse…