Journal of Product & Brand Management: Volume 26 Issue 6

Editorial

Francisco Guzman, Cleopatra Veloutsou

Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands

Emmanuel Mogaji, Annie Danbury

The present state of the financial services industry suggests the need for banks to appeal to consumers’ emotions with the aim of improving their reputation; this study aims to…

Strategic and institutional sustainability: corporate social responsibility, brand value, and Interbrand listing

Maretno Agus Harjoto, Jim Salas

This study aims to investigate the impact of strategic and institutional (normative) corporate social responsibility (CSR) on brand value and brand reputation, based on the…

Host country consumers’ brand attitudes after cross-border acquisitions

Tiebing Shi, Jiandong Li, Chi Lo Lim

This study aims to investigate factors impacting host country consumers’ attitudes toward acquirers’ corporate brands and target brands after cross-border acquisitions (CBAs).

Global products marketing strategy of two European MNCs in Vietnam

Beat Hans Wafler, Yuosre F. Badir

The purpose of this paper is to analyze how two multinational companies (MNCs) faced the challenge of market uncertainty and political instability in a newly emerging market, and…

The effects of packaging localisation of Western brands in non-Western emerging markets

Huda Khan, Richard Lee, Larry Lockshin

The common market practice by foreign marketers is to sell their brands in standard or localised packaging or sometimes both in the context of Pakistan. By examining the…

Modeling the implicit brand: capturing the hidden drivers

Marco Vriens, Alessandro Martins Alves

This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be…

Much too new to eat it? Customer value and its impact on consumer-product relationship in the context of novel food products

Toula Perrea, Athanasios Krystallis, Charlotte Engelgreen, Polymeros Chrysochou

The paper aims to address the issue of how customer value is created in the context of novel food products and how customer value influences product evaluation.

Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty

Choukri Menidjel, Abderrezzak Benhabib, Anil Bilgihan

The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely…

Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing

María Fuentes-Blasco, Beatriz Moliner-Velázquez, David Servera-Francés, Irene Gil-Saura

Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been…