Journal of Product & Brand Management: Volume 32 Issue 1

The impact of COVID-19 on online product reviews

Omer Cem Kutlubay, Mesut Cicek, Serdar Yayla

The ongoing COVID-19 pandemic has led to drastic changes in the lives of customers. Social isolation, financial difficulties, fear of being infected and many other factors have…

Consuming in a crisis: pandemic consumption across consumer segments and implications for brands

Meheli Basu, Vanitha Swaminathan

This paper aims to understand how the Covid-19 pandemic has changed consumers’ perceptions of outdoor consumption categories, such as retail shopping, eating out, public events…

The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation

Taeyoung Kim, Jing Yang, Myungok Chris Yim

This research aims to understand consumer responses to corporate social responsibility (CSR) during an unprecedented public health crisis. Specifically, two studies were conducted…

What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality

Kristina Marie Harrison, Boonghee Yoo, Shawn Thelen, John Ford

The purpose of this study is to determine the impact of voters’ personal and societal values on presidential candidate brand personality preference. In addition, the research…

The primacy of corporate brand trust for new market entrants

Carmen Iuliana Mal, Gary Davies

The purpose of this paper is to test if the order in which potential customers receive company related information and product related information about a new brand can influence…

Service brand avoidance in business-to-business relationships

Dorothea Sekyiwa Otoo, Raphael Odoom, Stephen Mahama Braimah

This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting.

Conceptualizing nation branding: the systematic literature review

José I. Rojas-Méndez, Mozhde Khoshnevis

This paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related…

Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context

Praveen Dhiman, Sangeeta Arora

Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand…

The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies

Jung Eun Lee, Jung Rim Cho

The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions…

Understanding damage to and reparation of brand trust: a closer look at image congruity in the context of negative publicity

Zelin Tong, Jingdan Feng, Fang Liu

Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how…