Journal of Product & Brand Management: Volume 30 Issue 4

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Pradeep Kautish, Arpita Khare, Rajesh Sharma

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and…

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Tyler Milfeld, Daniel J. Flint

A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as…

Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge

Fayez Ahmad, Francisco Guzmán

This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more…

Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking

Laee Choi, Thomas Burnham

Prior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in an…

The significance of a sponsored event on lesser-known brands in a competitive environment

Yiran Su, Thilo Kunkel

Existing research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to…

No matter what you do, I still love you: an examination of consumer reaction to brand transgressions

Eric Kennedy, Francisco Guzmán

This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived…

How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales

Jake David Hoskins, Abbie Griffin

This study aims to focus on the role of niche brands in online retailer assortments and the general market positions of niche brands, no prior study has explicitly focused on if…

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Elena Delgado-Ballester

The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It…