Journal of Product & Brand Management: Volume 24 Issue 1

Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity…

Testing self-congruity theory in the context of nation brand personality

The overall aim of the present study is to advance research by drawing from this body of work and applying the brand personality construct, which has so far been considered mostly…

Consumer engagement in online brand communities: a social media perspective

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement…

Toward an understanding of brand sexual associations

This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a…

Pre-loved luxury: identifying the meanings of second-hand luxury possessions

The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of…

Negative online consumer reviews: effects of different responses

This paper aims to investigate the effects of different response options to a negative consumer review. When consumers buy online, they are often confronted with consumer reviews…

Brand logo design: examining consumer response to naturalness

This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors…

Great Brand Blunders

Digital Product Management

Strategic Digital Marketing

Marketing the Moon: The Selling of the Apollo Lunar Program

Online Video Revolution: How to Reinvent and Market Your Business Using Video

Executive summary of “Negative online customer reviews: effects of different responses”

Executive summary of “Pre-loved luxury: identifying the meanings of second-hand luxury possessions”

Executive summary of “Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research”

Executive summary of “Consumer engagement in online brand communities: a social media perspective”

Editorial

Executive summary of “Testing self-congruity theory in the context of nation brand personality”

Executive summary of “Brand logo design: examining consumer response to naturalness”

Executive summary of “Toward an understanding of brand sexual associations”