Journal of Product & Brand Management: Volume 30 Issue 3


Table of contents - Special Issue: Consumer brand relationships

Guest Editors: Marc Fetscherin, Cleopatra Veloutsou, Francisco Guzman

Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences

Jorge Matute, Ramon Palau-Saumell, Nicoletta Occhiocupo

The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of…


Role of brand attachment in customers’ evaluation of service failure

Jose Luis Saavedra Torres, Monika Rawal, Ramin Bagherzadeh

This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors…


Brand hate: a multidimensional construct

Chun Zhang, Michel Laroche

This study aims to examine the emotional components of brand hate and the variation of emotions across different levels of brand hate.


Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure

Ya Zhang, Jing Zhang, Kongkidakarn Sakulsinlapakorn

Extant literature holds contradictory views about the brand love’s moderation effect in the link between brand failure and consumer’s retaliation. This paper aims to first examine…


Exploring the antecedents and outcomes of destination brand love

Suzanne Amaro, Cristina Barroco, Joaquim Antunes

This study aims to apply the concept of brand love to a destination and investigate its antecedents and consequences. It also explores the moderating effects of time elapsed since…


Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification

Matti Haverila, Caitlin McLaughlin, Kai C. Haverila, Mehak Arora

Brand communities are an increasingly important way for brands to interact with their customers, as they give brands an opportunity to learn from and interact with people with a…

Is brand love materialistic?

Aaron Ahuvia, Philipp A. Rauschnabel, Aric Rindfleisch

This paper aims to explore the relationship between brand love and materialism.


What to say and what to do: the determinants of corporate hypocrisy and its negative consequences for the customer–brand relationship

Sojin Jung, Gargi Bhaduri, Jung E. Ha-Brookshire

This study aims to empirically examine the determinants of corporate hypocrisy and to investigate the potential negative impact on the consumer–brand relationship, specifically on…

“Fight or flight”: coping responses to brand hate

Oula Bayarassou, Imene Becheur, Pierre Valette-Florence

This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the…

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  • Dr Cleopatra Veloutsou