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Consumer and brand value formation, value creation and co-creation in social media brand communities Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-03-08 Magdalena Marchowska-Raza, Jennifer Rowley
Purpose Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community. Design/methodology/approach The research adopted
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Brand heritage on Twitter: a text-mining stereotype content perspective Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-27 Lydia Mähnert, Caroline Meyer, Ulrich R. Orth, Gregory M. Rose
Purpose The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed
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Unique consumption: the impact of busy mindset on preference for angular versus circular shapes Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-22 Zhaoyang Sun, Haiyang Zhou, Tianchen Yang, Kun Wang, Yubo Hou
Purpose The shape of a product plays a crucial role in shaping consumer behavior. Despite the voluminous research on factors influencing consumers’ shape preferences, there remains a limited understanding of how the busy mindset, a mentality increasingly emphasized by marketing campaigns, works. This study aims to fill this gap by exploring the relationship between a busy mindset and the preference
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Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-15 Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu
Purpose This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands? Design/methodology/approach A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial
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Impression management through social media: impact on the market performance of musicians’ human brands Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-14 Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin Dubois
Purpose Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted
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Joy and excitement in the purchase process: the role of materialism and brand engagement Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-09 Wiktor Razmus, Magdalena Razmus, Sonja Grabner-Kräuter
Purpose This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process. Design/methodology/approach Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase
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Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-07 Fanjue Liu, Yu-Hao Lee
Purpose This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts
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Sustainable luxury brands: the moderating effects of salient identity-based goals Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-05 Jiarui Li, Jiyun Kang
Purpose Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal
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Consumer-brand heuristics in luxury hotel reviews Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-02-06 Maria Petrescu, John Gironda, Kathleen Bay O'Leary
Purpose This 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 online consumer reviews. Design/methodology/approach The research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first
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Mapping the sustainability branding field: emerging trends and future directions Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-01-29 Jorge Nascimento, Sandra Maria Correia Loureiro
Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. Design/methodology/approach The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution
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Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity Journal of Product and Brand Management (IF 5.248) Pub Date : 2024-01-02 Sann Ryu
Purpose This study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic within the context of a crisis, depending on what the message offers. Design/methodology/approach In Study 1 (N = 163), the brand messages were manipulated in terms of control (an empathetic claim only), monetary reward
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What drives business-to-business brands to be conscientious? Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-12-25 Francisco Guzmán, Fayez Ahmad, Ross W. Johnson
Purpose Business organizations are evermore expected to behave conscientiously, but a lack of clarity remains regarding this strategy for business-to-business (B2B) brands. This paper aims to develop and validate a B2B brand conscientiousness model that identifies what factors are driving this approach. Design/methodology/approach The research model is validated through a three-stage study that collects
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Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-12-21 Yue He, Zan Mo, Huijian Fu
Purpose Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product
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Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-12-21 Chao Fan, Feng Jiang, Mingzhe Yu, Xiaobo Tao
Purpose Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more). Design/methodology/approach Two experiments
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The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-12-19 Revanth Kumar Guttena, Cedric Hsi-Jui Wu, Ferry Tema Atmaja
Purpose This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior. Design/methodology/approach Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer
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Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-12-15 Paula Rodríguez-Torrico, Rebeca San José Cabezudo, Sonia San-Martín
Purpose In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection
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Why can’t you be all talk to get things done? Consumer acceptance of voice-assisted products Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-12-14 Yazhen Xiao, Huey Yii Tan
Purpose Voice assistant technology represents one of the most radical artificial intelligence innovations. Drawing on the processing fluency theory and consumer learning literature, this study aims to explore how consumer acceptance of new products is influenced by voice assistant function (VAF), along with the impacts of role clarity and learning modality. Design/methodology/approach Four between-subjects
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The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-12-14 Taeyeon Kim, Hye Jin Yoon
Purpose Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products. Design/methodology/approach An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers
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Country-of-origin image and consumer brand evaluation: a meta-analytic review Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-11-08 Stephen Oduro, Alessandro De Nisco, Luca Petruzzellis
Purpose This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship. Design/methodology/approach A random-effects model
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When does customization improve brand attitude? Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-11-07 Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel
Purpose Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude. Design/methodology/approach Study 1
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Exploring consumer segments defined by affective responses to naturalness in logo design Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-31 Anna Torres, Leonor Vacas de Carvalho, Joana Cesar Machado, Michel van de Velden, Patrício Costa
Purpose Focusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering demographic, personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract). Design/methodology/approach
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A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-30 Fereshteh Zihagh, Masoud Moradi, Vishag Badrinarayanan
Purpose Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings. Design/methodology/approach A Python-based Web scraper was used to collect data from 620 crowdfunding campaigns for aftermarket offerings hosted on Kickstarter. The linguistic inquiry and word count application programing
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Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-27 Salma Habachi, Jorge Matute, Ramon Palau-Saumell
Purpose This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement
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The role of brand gratitude in consumer relationships with cool brands Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-30 Melanie Moore Koskie, Ryan E. Freling, William B. Locander, Traci H. Freling
Purpose This 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 gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption
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Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-23 Tessa Garcia-Collart
Purpose In 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 critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations
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How consumers define brand relationships: a prototype analysis Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-12 Paul Schreuder, Marcel Zeelenberg, Tila M. Pronk
Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers. Design/methodology/approach A four-study prototype analysis was conducted, in which a bottom-up approach
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Sympathy or shock: how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-10 A. Lynn Matthews, Sarah S.F. Luebke
Purpose Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression’s centrality and consistency impact important consumer perceptions and behavioral intentions toward a person-brand, holding constant the transgression in question. These outcomes are crucial
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Brand new: how visual context shapes initial response to logos and corporate visual identity systems Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-09 Robert A. Wertz
Purpose When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand viewers’ initial responses to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding
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The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-10-05 Dominyka Venciute, Lukas Karalius, James Reardon, Vilte Auruskeviciene
Purpose This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships. Design/methodology/approach A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to
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The impact of brand value co-creation on perceived CSR authenticity and brand equity Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-09-14 Fernanda Muniz, Francisco Guzmán
Purpose In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value consumers give to a brand. The success of a CSR program depends on its consumers’ perceived authenticity. Therefore, this study aims to investigate
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Brands talking on events? Brand personification in real-time marketing tweets to drive consumer engagement Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-09-05 Ebenezer Nana Banyin Harrison, Wi-Suk Kwon
Purpose This study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact consumer engagement, moderated by brand-event congruence levels. Design/methodology/approach Data included 464 tweets posted by 95 brands around three large events in 2019. The types of brand personification techniques
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As cute as a button: the effect of size on online product cuteness perception Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-08-18 Yuan Li, Jacqueline Eastman
Purpose Cute products have found market success. The literature has identified various factors of cuteness, but the effect of size is under-addressed. This study aims to investigate whether and how size perception influences consumers’ cuteness perception. Design/methodology/approach In three experiments, size was manipulated in terms of visual cue, product description and product name to determine
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Investigating consumer perceptions of brand inauthenticity in a narrative brand ending Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-07-25 Jacqueline Burgess, Christian Martyn Jones
Purpose This study aims to investigate consumer perceptions of inauthenticity due to adulteration of a narrative brand ending by using the research context of the final season and ending of the television series, Game of Thrones. Design/methodology/approach Two data sets totalling 2,032 online comments detailing consumer reactions to the final season of Game of Thrones were analysed using thematic
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Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-07-07 Martin Haupt, Stefanie Wannow, Linda Marquardt, Jana Shanice Graubner, Alexander Haas
Purpose Through activism, brands participate in the sociopolitical controversies that shape society today. Based on social identity theory, this study aims to examine the moderating effects of consumer–brand identification (CBI) and political ideology in explaining consumer responses to brand activism. Furthermore, the role of perceived marginalization that can arise in the case of consumer–brand disagreement
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Who let the dog’s out? How underdog biographies told by family firms affect consumers’ brand attitude Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-06-20 Maximilian Lude, Reinhard Prügl, Natalie Rauschendorfer
Purpose Brand stories are often created around the company’s humble beginnings as an underdog. The authors explore the effects of who is telling the underdog story and thus draw attention to the nature of the brand source by differentiating between family and non-family firms. The authors expect that who is telling the underdog story impacts consumers’ attitude toward the brand in terms of brand authenticity
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To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-06-20 Alexandra Kirkby, Carsten Baumgarth, Jörg Henseler
Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written. Design/methodology/approach A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online
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Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-06-08 Qi Yao, Chao Hu, Jianjian Du
Purpose To provide theoretical guidance on improving luxury brands’ marketing performance, this study aims to examine the impact mechanism and boundary conditions of luxury brand buyers’ consumption resources on observers’ brand attitudes from the perspective of consumers’ power distance beliefs (PDBs). Design/methodology/approach Four experimental studies were conducted. Study 1 examined the influence
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The impact of social media evolution on practitioner-stakeholder relationships in brand management Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-05-31 Tony Cooper, Constantino Stavros, Angela R. Dobele
Purpose The purpose of this paper is to explore the tension in brand management created through the rapid transformation of social media, mapping the maintenance of increasingly complex B2B relationship dynamics with key intermediaries. Design/methodology/approach In-depth interviews with 17 social media practitioners from leading fashion brands, agencies and platforms in the UK and Australia informed
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I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-05-19 Wolfgang J. Weitzl, Clemens Hutzinger, Udo Wagner
Purpose The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant consumption incidents. Specifically, this research proposes that consumers follow a complex shame-inducing process in the aftermath of unpleasant experiences involving their favorite brand. The moderating role of relational
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Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-05-18 Debi P. Mishra, M. Deniz Dalman
Purpose Signals, e.g. information released by firms about new products attract the attention and scrutiny of customers, competitors and other stakeholders. In product management, an important area of research focuses on the economic value of such signals. However, extant studies consider valuation effects of product signals independently, and largely ignore how the value of a product signal at launch
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Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-05-16 Jiayi Hou, Boya Han, Long Chen, Ke Zhang
Purpose This paper aims to test the effects of social presence (SP) and other related factors, including trust, self-construal and brand familiarity, in affecting consumers’ purchase intention of live-streaming workout courses. Design/methodology/approach Three between-subjects, Web-based experimental studies were conducted. There were separately 108, 208 and 284 valid questionnaires collected in the
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The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-05-16 Noora Arantola, Mari Juntunen
Purpose This study aims to increase the understanding of the emergence of a values-based (VB) premium private label (PL) brand reputation within a multiple-tier PL brand portfolio in retailing. Design/methodology/approach By building on the research on PLs, brand image, brand reputation and consumer values, this study creates a conceptual foundation for the emergence of VB PL brand reputation within
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A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-05-05 Sang Bong Lee, Shih-Hao Liu, Carl P. Maertz, Nitish Singh, James Fisher
Purpose This study aims to identify different antecedents and reveal divergent moderating effects of horizontal collectivism, thereby unlocking the asymmetric mechanisms for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM). Design/methodology/approach This study uses a survey data set and analyzes it with structural equation modeling along with common latent factor analysis
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Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-05-05 Junyun Liao, Rui Guo, Jiawen Chen, Peng Du
Purpose Oppositional brand loyalty (OBL) has become widespread and has thus received growing scholarly attention in recent years. Although opposition behaviors have distinct manifestations, their differential antecedents remain underexplored. Drawing from the identity-based motivation model, this article aims to examine the impact of brand identification and brand disidentification on the two distinct
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Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-04-20 Martin Hernani-Merino, Christian Fernando Libaque-Saenz, Jorge Dávalos
Purpose This study aims to propose and empirically validate a framework of antecedents and consequences of customer inspiration. Design/methodology/approach This study consisted of a survey administered to consumers who are current users of Samsung or Apple electronic devices. The survey targeted only users who had some level of university studies to homogenize the sample’s characteristics. The data
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Strategic horizon of market success: comparing alternative “strategic landscapes” of the new product development process Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-04-17 Ardalan Sameti
Purpose The success rate of new products is stubbornly low. This paper aims to explore the differences in how product designers and product managers approach the new product development task by comparing their perspectives on the process. Design/methodology/approach This study conducted a worldwide survey of professional product designers and managers and compared their perspectives. Findings Managers
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Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-04-11 Shiyun Tian, Su Yeon Cho, Xiaofeng Jia, Ruoyu Sun, Wanhsiu Sunny Tsai
Purpose This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape their response to influencers’ branded posts. Specifically, this study investigates how perceived similarity and wishful identification lead to distinct social comparison mechanisms that affect Generation Z consumers’
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Brand authenticity building effect of brand experience and downstream effects Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-03-07 Feisal Murshed, Abhishek Dwivedi, Tahmid Nayeem
Purpose This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity on consumers’ loyalty intentions, a key consumer-level outcome. Design/methodology/approach A survey method based on data from a sample of 405 new car owners
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Do university trademarks matter? Interaction between university-related apparel style and licensing status Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-03-02 Xiao Huang, Wi-Suk Kwon
Purpose Based on cue utilization theory, this study aims to examine effects of the style (fashion vs basic) and licensing status (licensed vs nonlicensed) of university-related apparel products (URAPs) as intrinsic and extrinsic cues, respectively, impacting university fans’ responses (i.e. attitudes, purchase intentions and purchase behaviors) and the moderating roles of personal factors (i.e. perceived
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Vertical line extension: a systematic review of research on upward and downward line extension Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-03-02 Anna-Karina Schmitz, Tim Oliver Brexendorf, Martin Fassnacht
Purpose Vertical line extension is an attractive growth strategy that allows brands to address heterogeneous consumer needs and react to competitive pressure. The purpose of this paper is to systematically review and summarize vertical line extension research to derive general insights into vertical upward and downward line extension. Design/methodology/approach Drawing on a systematic review of 536
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Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-02-28 Faheem Gul Gilal, Naeem Gul Gilal, Luis F. Martinez, Rukhsana Gul Gilal
Purpose This paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment and to examine how brand CSR’s effect may be moderated by CSR fit (e.g. CSR-brand fit vs misfit) and sense of relatedness (e.g. low vs high). Design/methodology/approach A series of six studies (including the one that
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Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-02-17 Márcia Maurer Herter, Saleh Shuqair, Diego Costa Pinto, Anna S. Mattila, Paola Zandonai Pontin
Purpose This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand
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Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-02-16 Sheetal Jain, Rubal Rathi
Purpose Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental behavior. Design/methodology/approach An integrative conceptual model is proposed based on goal- framing theory to gauge the role of various goals driving Gen Z’s secondhand luxury purchase. Cross-sectional data were collected
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Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-02-13 Hsuan-Hsuan Ku, Yingting Chen
Purpose Marketers often select unique color names for products to heighten shopper interest. The purpose of this study is to use self-referencing as the foundation for assessing how a product color name that involves the self impacts product evaluation. This paper also investigates the salient element that might moderate consumers’ responses, in particular for product categories where color serves
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The interrelationship of family identities, personalities, and expressions on family winery websites Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-02-09 Adele Berndt, Corné Meintjes
Purpose Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online. Design/methodology/approach Based on Gioia’s methodology, a two-pronged approach was used
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The impact of brand perceptions on the post-to-purchase journey: a family branding perspective Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-02-07 Caitlin Pink, Dean Wilkie, Christopher Graves
Purpose Despite brands’ growing use of social media, most research has overlooked the impact of brand perceptions, particularly that of a family brand identity and perceptions of authenticity. Often the purpose of a social media post is to positively change or enhance these perceptions and, consequently, increase a consumer’s purchase intentions. However, how a post influences purchase intentions,
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When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-02-02 Bridget Satinover Nichols, Jon Frederick Kirchoff, Ilenia Confente, Hannah Stolze
Purpose The triple bottom line of sustainability performance is well known; however, little research links it to consumer brand perceptions and intentions. This is important because consumers believe that brands should develop sustainability strategies and conduct business in ways that support those strategies. Using the theoretical lenses of signaling theory and spillover effects, this study aims
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Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19 Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-01-20 Yuanyuan Cai, Mengmeng Wang, Haiyang Huang, Quanyu Jiang
Purpose The COVID-19 pandemic has dramatically disrupted everyday life, leading to a cascade of negative emotional responses such as death anxiety. Against this backdrop, the purpose of this paper is to focus on the buffering effect of brand attachment on death anxiety by exploring the roles of brand concepts and brand positioning on psychological compensation for security. Design/methodology/approach
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Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-01-20 Jiyun Kang, Amy A. Faria, Judy Lee, Woo Jin Choi
Purpose Merely being known as a highly ethical or strong performer cannot shield a company from every kind of crisis. From product failures to environmental and social issues, a brand’s ability to manage crises and rapidly regain consumer trust is essential. This study aims to explore whether consumer perceptions of a brands’ prior commitments to two different areas of corporate responsibility (social
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Employees’ online brand advocacy behaviors as a response to justice and emotion Journal of Product and Brand Management (IF 5.248) Pub Date : 2023-01-19 Nilsah Cavdar Aksoy, Nihal Yazici, Ahmet Duzenci
Purpose This study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework. Design/methodology/approach Online surveys were distributed to 840 employees, and the gathered data was analyzed by using structural equation modeling. Findings The effects of perceived organizational justice, employee emotions