Journal of Product & Brand Management: Volume 30 Issue 8

Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements

Michel Laroche, Rong Li, Marie-Odile Richard, Muxin Shao

This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility…

Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation

Sanmitra Sarkar, Saikat Banerjee

The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been…

I can’t stop hating you: an anti-brand-community perspective on apple brand hate

Clarinda Rodrigues, Amélia Brandão, Paula Rodrigues

This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates…

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

Junyun Liao, Xuebing Dong, Ziwei Luo, Rui Guo

Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on…

Green brand communication, brand prominence and self–brand connection

Jialing (Catherine) Lin, Zhimin Zhou, Civilai Leckie

This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and…

The relationship of brand attachment and mobile banking service quality with positive word-of-mouth

Lova Rajaobelina, Sandrine Prom Tep, Manon Arcand, Line Ricard

This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking…

Effects of transparent brand communication on perceived brand authenticity and consumer responses

Jing Yang, Ava Francesca Battocchio

This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s…

The effects of consumer esports videogame engagement on consumption behaviors

Amir Zaib Abbasi, Muhammad Asif, Linda D. Hollebeek, Jamid Ul Islam, Ding Hooi Ting, Umair Rehman

This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.

Brand bravery: conceptualization, scale development and validation

Kokil Jain, Isha Jajodia, Piyush Sharma, Gurinder Singh

Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing…

The impact of service category and brand positioning on consumer animosity in the service sector – a social identity signaling perspective

Cher-Min Fong, Hsing-Hua Stella Chang, Pei-Chun Hsieh, Hui-Wen Wang

The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies…

The effects of brand equity and failure severity on remedy choice after a product recall

Sascha Raithel, Alexander Mafael, Stefan J. Hock

There is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy…

The health halo of morality- and purity-signifying brand names

Clinton Amos, Jesse King, Skyler King

Past research has demonstrated a health halo for food product labels (e.g. organic), resulting in inflated perceptions of a product’s healthfulness (e.g. low fat). While past…

Basing a claim on “negatives free”: when does it serve as a quality cue?

Hsuan-Hsuan Ku, Yi-Ting Chang

Individuals concerned about safety comprise a significant share of the consumer market today. This paper aims to provide the results of a study on when a front-of-package (FOP…

The experience – economy revisited: an interdisciplinary perspective and research agenda

Yanina Chevtchouk, Cleopatra Veloutsou, Robert A. Paton

The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the…