Journal of Product & Brand Management: Volume 29 Issue 3

Importance of corporate image for domestic brands moderated by consumer ethnocentrism

Weichen Teng

Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to…

Converting internal brand knowledge into employee performance

Liem Viet Ngo, Nguyen Phong Nguyen, Kim Thien Huynh, Gary Gregory, Pham Hung Cuong

Internal branding efforts are essential in improving employee performance in services marketing. Drawing on reformulation of attitude theory, this paper aims to contribute to the…

Brand community identification matters: a dual value-creation routes framework

Chia-Wen Chang, Chih-Huei Ko, Heng-Chiang Huang, Shih-Ju Wang

A brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the community…

Exploring the implications of blockchain technology for brand–consumer relationships: a future research agenda

Achilleas Boukis

The purpose of this conceptual paper is to delve into the implications of blockchain technology adoption for brands and consumers. Drawing on the existing branding literature and…

The perceived effectiveness of overt versus covert promotions

Fanny Fong Yee Chan

The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement…

Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firms

Hasan Dinçer, Tuba Bozaykut-Buk, Şenol Emir, Serhat Yuksel, Nicholas Ashill

The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to…

Instagram fashionistas, luxury visual image strategies and vanity

S. Venus Jin, Ehri Ryu

Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’…

Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness

Bashar S. Gammoh, Anthony C. Koh, Sam C. Okoroafo

This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and…

The effect of consumer-generated media stimuli on emotions and consumer brand engagement

Sandra Maria Correia Loureiro, Ricardo Godinho Bilro, Arnold Japutra

This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.