Journal of Product & Brand Management
Issue(s) available: 221 – From Volume: 1 Issue: 1, to Volume: 34 Issue: 3
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Volume 34
- Issue 3 2025
Volume 33
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
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Volume 16
Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
Is it inclusive enough? An investigation of consumer responses to inclusive product lines
Deepika Naidu, Anabella Donnadieu BorquezBrands are increasingly committing to improving diversity, equity and inclusion (DEI) within their marketing practices. One way that brands can show their commitment to DEI is by…
Brand love and customer brand engagement for masstige: a cross-cultural perspective
Shadma Shahid, Rehan Husain, Jamid Ul Islam, Linda D. HollebeekMasstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural…
Undoing greenwashing: the roles of greenwashing severity, consumer forgiveness, growth beliefs and apology sincerity
Vina Paramitha, Ser Zian Tan, Weng Marc LimAmidst growing concerns about environmental sustainability, brands face the challenge of upholding authenticity in their green marketing efforts. While existing research primarily…
Conform to local: how local vs global brand positioning increases consumer conformity
Yi Wu, Jiahui Wu, Yuanyuan CaiThis study aims to investigate whether brand positioning strategies influence individuals’ conformity in product choices and identifies the mediator and boundary condition of this…
Not a human, not for green? The effectiveness of virtual influencers endorsing green products
Jianming Wang, Guotao Ye, Jingshu YangInfluencer marketing has emerged as a key strategy for brands to promote green products. The effectiveness of virtual influencers – a newer type of endorser – for these products…
Fostering brand love through branded memes on social media
Minseong Kim, Tae Hyun BaekThis study aims to investigate the psychological mechanisms underpinning the impact of branded memes on brand love on social media.
Unveiling the role of brand engagement in brand extension for masstige brands: functionality matters as much as fit
Alper Özer, Mehmet Özer, İrem Buran, Esra GençThis study aims to investigate the impact of brand engagement on consumer responses to brand extensions, particularly in terms of value perception, attitude and purchase intention…
Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective
Gaki Wangmo, Rico Piehler, Chris BaumannBrand competitiveness as a brand’s outperformance of competing brands is receiving growing attention in the literature. This study aims to provide a theoretical underpinning for…
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…
ISSN:
1061-0421e-ISSN:
2054-1643ISSN-L:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou