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This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.

In total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed.

Brand globalness is positively related to brand affect and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand affect is weaker for ethnocentrist consumers. Brand globalness is positively related to brand innovativeness and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand innovativeness is weaker for ethnocentrist consumers.

A limited number of fast-food brands was analyzed. Future studies should replicate the research model using different product categories to generalize the findings.

This study offers new opportunities for managers concerned by the optimization of their global brands management. First, the results demonstrate the interest of managers to increase the emotional and affective aspects of their global brands to make them more trustable. Second, brand managers should also emphasize the innovative aspects of their global brand. Indeed, it is essential for practitioners not only to propose frequently new and innovative products to consumers but also to follow the latest trends in their market. The more managers provide new, useful solutions to fulfill consumers’ needs, the more consumers will trust those global brands.

The mediating role of brand affect and brand innovativeness in the relationship between brand globalness and brand trust gives new insights on an established relationship.

Increasing consumer skepticism of corporate behavior has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets are to such efforts. The purpose of this paper is to demonstrate differences and similarities between corporate and product advertising by examining consumer ad involvement (AI) levels (a motivational state activated by the personal relevance of stimuli) and its antecedents and consequences for these ad types across two markets with varying degrees of economic development.

Using a 2 (ad type: corporate vs product) × 2 (market type: developed vs emerging) between-subject experimental design, the study was conducted in two markets with varying degrees of economic development, specifically, the USA (n=285) and Pakistan (n=311).

Results show that consumer involvement with corporate ads varies for developed (USA: high) and emerging (Pakistan: low) markets but that it remains the same for product ads across markets. Developed market consumers tend to be as involved with corporate ads as they are with product ads, whereas emerging market consumers are more involved with product ads than with corporate ads. Aside from differences in involvement levels, the findings demonstrate substantial similarities in the antecedents and consequences of consumer involvement for both ad (corporate vs product) and market (developed vs emerging) types.

With advertising and communication campaigns increasingly being standardized across different markets, this study demonstrates that corporate messages do not function similar as product messages across markets. For effective corporate campaigns, ad designs should fit with the motivation levels of the target consumers across markets.

This study demonstrates the differences and similarities between corporate and product AI across a developed and an emerging market.

The purpose of this paper is to examine how the cognitive appraisals, coping choices and behavioral responses by business-to-business (B2B) sales professionals confronting the acutely stressful experience of losing a customer, and their pursuit of justice in the win-back process, influences reacquisition outcomes. The paper further examines the role of sales experience as a moderator between coping choices and successful win back.

In all, 98 critical incidents were reported by sales professionals from B2B firms across various industries. NVivo 9, content analysis and logistic regression were used to analyze the data.

The results show that problem-focused coping (PFC) and pro-active responses positively affect win-back outcome. By contrast, emotion-focused coping (EFC) and re-active responses have a negative association with customer reacquisition. The findings also show that sales experience moderates the relationship between levels of EFC and win-back outcomes. Specifically, for sales professionals with low levels of EFC, sales experience helps improve chances of winning back lost customers. But for sales professionals using higher levels of EFC, more sales experience decreases win-back probability. Additionally, the findings show that procedural, interactional and distributive justice all contribute to successful customer reacquisition.

The few published studies of how B2B sales professionals deal with customer defections reveal a mixture of bereavement and drivenness in striving for new accounts. The authors’ focus and findings on the use of PFC and EFC strategies, justice mechanisms and the uneven role of experience in responding to this stressful context suggests that there is much to be gained from additional research. Specifically, probes into how sales professionals may be inadvertently skewed to EFC behaviors by either overly simplistic training systems, learning- versus performance-based incentives or their experience with prior customer defections.

The findings highlight the importance of PFC strategies and the delivery of procedural, interactional and distributive justice strategies to productively adapt to customer defections, activate switch back behavior and win back lost customers. Sales force training systems need to address the increased churning in B2B markets and integrate win-back procedures in sales training programs so that sales professionals do not default to EFC and/or strive for new accounts when facing the stress of customer defection.

The findings contribute to customer defection management and sales literature by integrating coping and justice theories in exploring sales professionals’ cognitive appraisals and coping responses to the acute stress of losing a current customer.

The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand commitment).

The conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through partial least squares structural equation modelling.

The results demonstrate strong relationships between the two antecedents (trust and identification) and brand love, and between brand love and its consequences (brand commitment, positive word of mouth, and propensity to pay a higher price for the brand).

Through the causal approach and proposed nomological model, the authors discriminate brand love from three important relational constructs (i.e. brand trust, brand identification and brand commitment) and establish the relationships among the constructs. Following recommendations in prior research, the predictive ability of the different relational constructs (trust, identification, commitment and love) are compared and the relevance of brand love for understanding consumer‐brand relationships is demonstrated.

The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior.

The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling.

The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement.

This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality.

This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement.

The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

Croxton + Garry Ltd., have been awarded the BS 5750, Part 2, Certificate for their chalk whiting production facility at Steeple Morden, near Royston, in (South) Cambridgeshire, which produces the Britomya range of chalk whitings.

This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only closed groups of scales, and to consider pictorial tools as innovative and challenging measurement techniques for brand value assessment.

Three versions of the same consumer online survey dedicated to identifying some brand-related consumer emotional insights were created to be compared in terms of quality of responses, interviewees’ evaluation and richness of insights.

Visual protocols provide more specific emotional responses and are considered as useful for “capturing deep contextual meanings of consumer experience”. They clearly provide deeper insights and better emotional granularity. It can be generally concluded that different emotions’ self-report measurements are adapted to some diverse research questions or situations.

This paper is based on research with a limited number of participants. It focuses on the use and consumer emotional insights delivered by three tested protocols rather than detailed analysis of the specific profiles of consumers.

The authors provide some recommendations of different research techniques, which can be used to identify and measure consumers’ emotional reactions towards brands.

Their paper encourages a critical reflection about researchmethods that are deployed for marketing and consumer behaviour purposes. Their work promotes a hybrid and not dogmatic approach, centred around the perception andmotivation of the respondentsmore than on the expectations of the researcher only.

Research outcomes among different self-reported protocols using internet technologies are compared. Quality of responses and richness of insights are measured in a quite innovative and comprehensive way. The paper also gives detailed recommendations to researchers interested in consumers’ emotional reactions towards brands measurements.

The paper aims to examine and compare two understandings of liberty that have dealt successfully with the normative and analytical challenge of reconciling liberty with social justice: Philip Pettit's republican liberty as nondomination and Hobhouse's concept of liberty as personal growth available to all. The paper focuses on one particular question: how successful each of these thinkers has been in resolving the tension between voluntariness of action, implicit in the “primary” meaning of liberty (as defined by T.H. Green), with the often heavy demands of social justice policies aiming at social equality and entailing economic redistribution.

The paper analyses two theories of liberty by spelling out the difficulties they aimed to deal with and by assessing the level of success they have achieved in resolving these difficulties, with the objective to demonstrate their originality in the broader context of conceptualising liberty.

The paper criticises Pettit's republican theory from a new perspective and develops an original critique of it; it spells out the achievements of Hobhouse's understanding of liberty in a new light – related to the specific critique of Pettit's republican liberty; and by spelling out the analytical and normative achievements of Hobhouse's liberty as “personal growth available to all” it offers a viable concept of liberty that fits with contemporary conceptualisations but overcomes their shortcomings.

As the project is based on analysing texts that have been easy to access, there have not been significant research limitations.

The two theories of freedom assessed here (the contemporary republican and the “new liberal”) entail some subtle, but potentially significant differences in public policy implications. While both can justify extended state action, the latter could tailor specific policies in a manner more mindful of the well-being of all parties, even those on the wrong side of social justice.

The paper makes an original contribution in three areas: contemporary republican theory of liberty, Hobhouse's theory of liberty and conceptualisations of liberty in general.

This chapter discusses the emerging network science approach to the study of complex adaptive systems and applies tools derived from statistical physics to the analysis of tourism destinations. The authors provide a brief history of network science and the characteristics of a network as well as different models such as small world and scale free networks, and dynamic properties such as resilience and information diffusion. The Italian resort island of Elba is used as a case study allowing comparison of the communication network of tourist organizations and the virtual network formed by the websites of these organizations. The study compares the parameters of these networks to networks from the literature and to randomly created networks. The analyses include computer simulations to assess the dynamic properties of these networks. The results indicate that the Elba tourism network has a low degree of collaboration between members. These findings provide a quantitative measure of network performance. In general, the application of network science to the study of social systems offers opportunities for better management of tourism destinations and complex social systems.