Journal of Product & Brand Management: Volume 27 Issue 4

Editorial

Cleopatra Veloutsou, Francisco Guzman

Brand line extensions: creating new loyalties or internal variety-seeking?

Anthony Koschmann, Jagdish Sheth

The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has…

Inferred social approval and brand tribalism: a tale of two communities

Vishag Badrinarayanan, Jeremy J. Sierra

Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in…

Language, brand and speech acts on Twitter

Jennifer D. Chandler, Rommel Salvador, Yuna Kim

As a social media platform, Twitter enables direct, continuous and real-time communication across many markets simultaneously. Drawing on speech act theory (SAT), this study aims…

Impression management for corporate brands over mobile media

Dara G. Schniederjans, Stephen A. Atlas, Christopher M. Starkey

As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with…

Brand vulgarity

Merlyn A. Griffiths

The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is…

Cue-less consumers in factory outlet stores: reference price effects on consumer evaluations when semantic phrases are missing

Jay P. Carlson, Larry D. Compeau

Prior research has demonstrated that reference prices can affect consumer responses, but the reference prices examined have been presented along with semantic cues [e.g…

A real product scandal’s impact on a high-equity brand: a new approach to assessing scandal impact

Verena Sabine Thaler, Uta Herbst, Michael A. Merz

While product scandals generate many negative headlines, the extent of their impact on the scandalized brands’ equity remains unclear. Research findings are mixed. This might be…

The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention

Mingzhou Yu, Fang Liu, Julie Lee, Geoff Soutar

This study aims to understand the influence of negative publicity on brand image, brand attitude and brand purchase intention. Specifically, the study examines the role of…

Linking employer branding and internal branding: establishing perceived employer brand image as an antecedent of favourable employee brand attitudes and behaviours

Daniel Hoppe

The purpose of this paper is to establish the symbolic facet of perceived employer brand image (PEBI) as an antecedent of favourable brand-related identification and employee…