Editorial

Citation

Veloutsou, C. and Guzman, F. (2016), "Editorial", Journal of Product & Brand Management, Vol. 25 No. 1. https://doi.org/10.1108/JPBM-01-2016-1072

Editorial

Article Type: Editorial From: Journal of Product & Brand Management, Volume 25, Issue 1

This is a special year for the Journal of Product and Brand Management. The first issue of the Journal was published in 1992, and therefore, it is now presenting its 25th volume. The Journal has come a long way over the years, from publishing four issues a year in 1992 to seven issues a year today. It is now an established international, double –blind, peer-reviewed journal, indexed in Scopus and Thomson Reuters (Emerging Sources Citation Index) and abstracted in many databases. The Journal of Product and Brand Management is supported by an international editorial board that extensively publishes in the area of product and brand management. To celebrate its 25th anniversary, the Journal will publish papers authored by members of its Senior Advisory Board throughout the volume.

The current issue of the Journal of Product and Brand Management (Vol. 25, No. 1) has in total eight contributions. The 18 authors who have authored the papers in this issue are based in universities from nine different countries. Five of the authors of this issue are members of the Journal’s editorial board.

The first paper of this issue is contributed by Bernard Cova (Journal of Product and Brand Management, Senior Advisory Board member) and Bernard Paranque. Their conceptual piece focuses on a spreading phenomenon that is influencing brands – brand communities – and suggests a framework for brand transformation. Using two case vignettes of Nutella, four key brand transformation practices are identified: brand appropriation by consumers forming a brand community, brand “surfeiting” through brand community actions, brand genericization throughout society and brand regeneration in the market.

Lea Zarantonello, Simona Romani, Silvia Grappi and Richard Bagozzi examine negative emotions towards brands and, in particular, brand hate. Their paper conceptualizes, develops and validates a scale to measure brand hate by conducting two studies with data collected from France and Italy. They suggest that overall brand hate can be active or passive and that the dimensions of active brand hate are anger and contempt and disgust, while the dimensions of passive brand hate are fear, disappointment and shame and dehumanization. The results of the study support that overall brand hate leads to complaining, negative word-of-mouth, protest and patronage reduction.

Mats Urde (Journal of Product and Brand Management, Editorial Review Board member) explores the brand core management over time. Having Volvo as a focal brand, and using data from a longitudinal case study and data collected from multiple sources, his paper presents a framework based on consumer insights that attempts to balance the need of continuity and change of the brand core.

Fathima Saleem and Oriol Iglesias (Journal of Product and Brand Management, Editorial Review Board member) develop an internal branding systematic literature review. The paper proposes that internal branding is related but different from employer branding. The paper also highlights that internal branding comprises five elements: brand ideologies, brand leadership, brand-centred human resource management, internal brand communication and internal brand communities.

Sabrina Hegner and Colin Jevons (Journal of Product and Brand Management, Editorial Review Board member) focus on brand trust. Using data collected from Germany, India and South Africa, they develop and validate a scale to measure brand trust that consists of three dimensions: competence, predictability and benevolence/integrity.

Audhesh Paswan (Journal of Product and Brand Management, Editorial Review Board member), Pramod Iyer and Arezoo Davari explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically a mother and child. They content-analyse advertisements and find that functional cues dominate the advertisement of brands in both functional and hedonic product categories. Love cues dominate the advertisements for functional brands preferred by only either mothers or children, whereas for hedonic brands, love cues dominate the advertisements targeted at both mothers and children. An earlier version of this paper was presented in the Product and Brand track of the Academy of Marketing Science conference that took place in Indianapolis in May 2014.

Angélique Rodhain and Philippe Aurier also focus on positive brand relationships. The paper uses data collected over a period of six months from 112 children in France and focuses on the branded clothes product category. Their findings suggest a four-case typology of child–brand relationship dynamics with two criteria: the child’s attitude towards the brand relationship (favourable, unfavourable) and the consistency of attitudes in his/her socialization spheres (peers, parents and teacher) relative to this relationship.

The final paper of the issue presents the findings of a survey conducted by Saeed Shobeiri and Sabrina Trudeau on brand experience in Canada. Brand experience is conceptualized as a four-dimension construct that consists of sensory, affective, behavioural and intellectual experiences. The findings show that social currency positively impacts all four dimensions of brand experience.

We would like to thank the reviewers involved in the assessment of the papers in this issue for providing guidance to the authors on how to improve their submissions. The people who reviewed papers in this issue are based in universities from eight different countries and are listed below in alphabetical order:

• Luísa Agante, Nova School of Business & Economics, Spain.

• Stacey M Baxter, The University of Newcastle, Australia.

• Achilleas Boukis, Sussex University, UK.

• Edgar Centeno, Monterrey Institute of Technology (ITESM), Mexico.

• Kesha K Coker, Eastern Illinois University, USA.

• Maria Elena Delgado Ballester, University of Murcia, Spain.

• Marc Fetscherin, Rollins College, USA.

• Nicholas Ind, Oslo School of Management, Norway.

• Anna Morgan-Thomas, University of Glasgow, UK.

• Ioanna Papasolomou, University of Nicosia, Cyprus.

• Bastian Popp, University of Bayreuth, Germany.

• Carla Ruiz, University of Valencia, Spain.

• Antonis Simintiras, University of Swansea, UK.

• Sreejesh S Pillai, IBS Hyderabad, India.

We hope that you find reading this issue enjoyable.

Cleopatra Veloutsou and Francisco Guzman