Journal of Product & Brand Management: Volume 30 Issue 5

A dog doesn’t smile: effects of a dog’s facial expressions and gaze on pet product evaluation

Jihye Park, Arim Kim

This study aims to examine the following issues: whether consumers use a dog’s facial expressions and gaze on a product’s packaging to interpret the emotions of a dog and evaluate…

Self-presentation and interactivity: luxury branding on social media

Ye Wang, Huan Chen

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media…

The role of endorsers in bringing defunct brands back to life: theory and evidence

Naeem Gul Gilal, Faheem Gul Gilal, Jing Zhang, Rukhsana Gul Gilal, Zhenxing Gong, Waseem Gul Gilal

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to…

“I” seek differentiation and “we” seek assimilation: the impact of self-expressive customization on consumers’ willingness to pay a premium

Shaohui Lei, Xianqing Wang, Leiqing Peng, Yulang Guo

Customization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness. Based on…

Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

Klaus-Peter Wiedmann, Walter von Mettenheim

The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap…

Developing voice-based branding: insights from the Mercedes case

Maria Vernuccio, Michela Patrizi, Alberto Pastore

By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how…

The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission

Lluis Mas, Paul Bolls, Emma Rodero, Miguel Barreda-Ángeles, Ashley Churchill

The purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of consumers…

Innovation-branding: should all firms be equally ambidextrous?

Audhesh K. Paswan, Francisco Guzmán, Zhi Pei

The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of this…

Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer

Yu-Shan Athena Chen

The purpose of this study is to identify conditions under which consumers prefer matte packages and those under which they prefer glossy packages and to extend the findings to the…