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
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…
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…
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”).
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…
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…
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…
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