Journal of Product & Brand Management
Issue(s) available: 213 – From Volume: 1 Issue: 1, to Volume: 33 Issue: 3
Volume 32
Volume 31
Volume 30
Volume 29
Volume 28
Volume 27
Volume 26
Volume 25
Volume 24
Volume 23
Volume 22
Volume 21
Volume 20
Volume 19
Volume 18
Volume 17
Volume 16
Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
Once upon a game: boosting brand storytelling through gamification
Elias Vega, Carmen CamareroThe purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”…
Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions
Kian Yeik Koay, Weng Marc LimGrounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse…
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes
Teresa Fernandes, Francisco Guzman, Mafalda MotaConsumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims…
The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products
Qingyi Li, Hong Zhu, Yayu Zhou, Zhijun Li, Chunqu XiaoThe purpose of this study is to assist brand and product managers in selecting appropriate ingredient names for environmentally friendly products. It investigates the effects of…
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior
Kian Yeik Koay, Weng Marc Lim, Kim Leng Khoo, Jesrina Ann Xavier, Wai Ching PoonAmidst escalating sustainability challenges, product and brand managers face a pressing need to foster responsible consumption and marketing strategies. Guided by the theory of…
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions
Jung Eun Lee, Eonyou Shin, Doris H. KincadeThis study aims to investigate how image-presentation-order influences mental imagery (MI) processing and purchase intentions. This study also examines the moderating effect of a…
Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy
Ahmed Hamdy, Jian Zhang, Riyad Eid, Gomaa AgagThis paper aims to examine a new approach to understanding the interrelationships between destination brand gender, stereotypes, destination brand identification and brand…
The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective
Ziyou Jiang, Jewon LyuAugmented reality (AR) provides consumers with added value by allowing them to experience products via mobile devices. An increasing number of brands have adopted AR apps, but…
The AI humanness: how perceived personality builds trust and continuous usage intention
Sara H. Hsieh, Crystal T. LeeThe growing integration of artificial intelligence (AI) assistants and voice assistants provides a platform for AI to enter consumers’ everyday lives. As these voice assistants…
Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry
Rambabu Lavuri, Rajendra Kumar GopiThis study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with…
Realistic or not? The impact of packaging images on the acceptance of insect-based food products
Valérie Hémar-Nicolas, Fanny Thomas, Céline Gallen, Gaëlle Pantin-SohierThis paper aims to examine the image realism effect, studying how changing the front-of-package visual affects the acceptance of an insect-based food by consumers. By comparing…
How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception
Luri Lee, Won-Moo HurCorporate hypocrisy occurs when a discrepancy exists between corporate talk and actions. As companies assume more extensive economic, societal and global roles, they are more…
Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?
Upasana Seth, Harmeen SochThis study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer…
Brand pride: concept and measurement
Harleen Kaur, Harsh V. VermaThis paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct.
Inward negative emotions and brand hate in users of snow-sports’ brands
Álvaro Iranzo Barreira, Ines Kuster, Carla Ruiz MafeThe aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme…
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation
Delphine CaruelleThe purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).
Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships
Valentina Mazzoli, Raffaele Donvito, Lia ZarantonelloConsidering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these…
Exploring the holistic nature of a multi-level retail brand: a scoping review
Shaoyuan Chen, Pengji Wang, Jacob WoodGiven that existing retail brand research tends to treat each level of a retail brand as a separate concept, this paper aims to unveil the holistic nature of a multi-level retail…
When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development
Abhishek YadavThis study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and…
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework
Asif Ali SafeerSocial media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects…
Consumer and brand value formation, value creation and co-creation in social media brand communities
Magdalena Marchowska-Raza, Jennifer RowleySocial media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a…
Revisiting consumer responses in situational animosity: a reference group perspective
Hsing-Hua Stella Chang, Cher-Min Fong, I-Hung ChenThis study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction…
Consumer-brand heuristics in luxury hotel reviews
Maria Petrescu, John Gironda, Kathleen Bay O'LearyThis paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in…
The role of brand gratitude in consumer relationships with cool brands
Melanie Moore Koskie, Ryan E. Freling, William B. Locander, Traci H. FrelingThis study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on…
Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis
Tessa Garcia-CollartIn an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou