Journal of Product & Brand Management: Volume 27 Issue 2

Editorial

Francisco Guzman, Cleopatra Veloutsou

Decoding the effects of a product’s cast shadow in brand advertising

Nazuk Sharma

This research aims to investigate the impact of incorporating product shadows in brand advertising on consumer brand evaluations.

Brand personality: theory and dimensionality

Gary Davies, José I. Rojas-Méndez, Susan Whelan, Melisa Mete, Theresa Loo

This paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify…

Asymmetric cognitive, emotional and behavioural effects of values-related and performance-related negative brand publicity

Xian Liu, Helena Maria Lischka, Peter Kenning

This research aims to systematically explore the cognitive and emotional effects of values-related and performance-related negative brand publicity and investigate how the…

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

Juan Mundel, Patricia Huddleston, Bridget Behe, Lynnell Sage, Caroline Latona

This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among…

To tell or not to tell? The impact of communicating consumer participation in new product development

Claudia Costa, Rita Coelho do Vale

This paper aims to analyze the implications of communicating customer involvement in the ideation and concept stage of new product development (NPD). This paper assesses the…

Brand loyalty: exploring self-brand connection and brand experience

Liezl-Marié van der Westhuizen

This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the…

How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy

Holger J. Schmidt, Jörn Redler

This paper contrasts research streams in corporate brand management (CBM) with perspectives on corporate strategy (CS). The aim is to examine whether CBM research is as diverse as…

In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

Stefan Scheidt, Carsten Gelhard, Juliane Strotzer, Jörg Henseler

While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially…

Corporate brand transgression and punishing the transgressor: moderation of religious orientation

Elif Karaosmanoglu, Didem Gamze Isiksal, Nesenur Altinigne

With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically…