Journal of Product & Brand Management
Issue(s) available: 217 – From Volume: 1 Issue: 1, to Volume: 33 Issue: 7
Volume 33
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Volume 18
Volume 17
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Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
The brand behind the curtain: decoupling, recoupling and moral conflict in social media
Rossella C. Gambetti, Robert Kozinets, Silvia BiraghiSocial media platforms have matured into significant arenas for moral conflict and often intense confrontation between brands and their consumers. This research aims to scrutinize…
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives
Mijka Ghorbani, Arne WestermannThis study aims to explore consumers’ perspectives on how packaging plays a role in their consumption experience and how it contributes to the formation of brand images. By…
Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding
Jonas Steffl, Stéphane Ganassali, Jutta EmesThis study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies…
Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation
Seyedeh Fatemeh Ghasempour Ganji, Ali KazemiTo thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right…
A comprehensive framework of visual elements in brand logos: content analysis of top 500 global brands
Shruti Trehan, Arti D. KalroDesigners must recognise the significance of a brand logo’s visual elements as they convey various meanings. While studies have attempted to collate visual elements, efforts have…
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes
Valeriia Kholkina, Elizaveta Chesnokova, Elena ZelenskayaVirtual influencers are a growing trend in digital marketing strategies. This paper aims to compare the impact of virtual and human influencers on Gen Z consumer outcomes (Source…
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach
Jayesh D. Patel, Rohit Trivedi, Svablum Malhotra, Khyati JaganiThis study aims to explore the underdog brand biography dimensions that emerging-country consumers identify with (Study 1) and attempts to uncover the effects of these dimensions…
The dark side revealed: insights and implications from online brand communities
Abhishek Behl, Chitrakshi Bhutani, Nirma Sadamali Jayawardena, M.S. BalajiThis study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in…
The influence of celebrity endorsement on the purchase behavior of brands and product categories
Cristina Calvo-Porral, Jean-Pierre Lévy-ManginCelebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether…
CSR associations and market value: the moderating role of market competition
David Brueninghaus, Ivan Arribas, Fernando García, Christoph BurmannThis paper aims to study the impact of consumers’ corporate social responsibility (CSR) associations on corporate financial performance and the moderating role of market…
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective
Yuexian Zhang, Xueying WangAlthough virtual anchors have emerged as potent marketing tools, their acceptance by consumers is controversial. Specifically, the relative efficacy of selecting an all-human-like…
Make it unique! Why embossed product labels increase purchase intentions and willingness to pay
Manon Favier, David A. Jaud, Camille SaintivesThis paper aims to explore the influence of a particular label surface texture, i.e. embossing, on consumer purchase intentions and willingness to pay. This paper further…
Understanding copycat packaging: a systematic review and research directions
Ezgi Oguz, Jamie MarsdenThe literature on copycat packaging has developed intermittently over a 30-year period, resulting in a divergent and fragmented body of knowledge. This paper aims to synthesise…
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature
Lin Ma, Xuemei Bian, Zening SongTaking the lens of a cue diagnosticity framework and affective primacy theory, this study aims to examine the relative effects of cognitive and affective country image on consumer…
Decoding Generation Z's habits: the augmented reality shift from gimmick to utility in omni-digital shopping
Claudio Schapsis, Larry Chiagouris, Nikki WingateBuilding on technology acceptance and learning transfer theories, this study aims to evaluate the integration of mobile augmented reality (MAR) in omnichannel retailing…
Sustainable food packaging: engagement through the public discourse on social networks
Salvador Ruiz-de-Maya, Elvira Ferrer-BernalThis study aims to examine the public discourse on sustainable food packaging, evaluating the main characteristics of that discourse and how risk and analytical message content…
Power versus morality: uncovering the underlying mechanisms of consumer response to perceived visual sustainability in package design
Kristina Nickel, Rebekka A. BöhmVisual sustainability has gained significant relevance for both firms and consumers. While the importance of perceived sustainability in package design is well researched, there…
Heritage yet contemporary: an aesthetic cultural precept explaining diasporic consumer aesthetic appreciation for package design
Mark Buschgens, Bernardo Figueiredo, Janneke BlijlevensThis paper aims to examine how visual elements used in packaging design relate to diasporic consumer identity and influence aesthetic appreciation.
Understanding national brand customer erosion: exploring socio-demographic and weight of purchase factors
José Miguel Holgado-Herrero, F. Javier Rondan-Cataluña, Carmen Barroso-Castro, José Luís Galán-GonzálezThe purpose of this study is to explore brand customer erosion at both the category and brand levels while considering consumer socio-demographic characteristics and weight of…
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…
The brand-building process of B2B high-tech startups in an omni-digital environment
Mirko Olivieri, Lala HuThrough the theoretical lens of social practice theory, the aim of this research is to investigate how business-to-business (B2B) high-tech startups build their brands in an…
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…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou
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