Journal of Product & Brand Management: Volume 29 Issue 5

Message content features and social media engagement: evidence from the media industry

Gillian Moran, Laurent Muzellec, Devon Johnson

This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments…

The power of brand passion in sports apparel brands

Naser Pourazad, Lara Stocchi, Vipul Pare

The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social…

The role of brand innovativeness on attitudes towards new products marketed by the brand

Blandine Hetet, Claire-Lise Ackermann, Jean-Pierre Mathieu

This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and…

Branding for non-profits: explaining new donor decision-making in the charity sector

Gary Gregory, Liem Ngo, Ryan Miller

The purpose of this study develops and validates a model of new donor decision-making in the charity sector. Drawing upon dual process theory, the model incorporates brand…

How do innovation and sustainability contribute to generate retail equity? Evidence from Spanish retailing

Antonio Marín-García, Irene Gil-Saura, M. Eugenia Ruíz-Molina

In the current dynamic and competitive environment in which retail companies operate, store equity is a differentiating factor. In view of the scarce research found regarding the…

The origin of the country-of-origin image: the role of law

Chih-Pin Lin, Chi-Jui Huang, Hsin-Mei Lin, Cheng-Min Chuang

Country of origin has profound effects on consumer behavior; yet few studies have examined an antecedent of these effects: why some countries enjoy a positive image while others…

Analyzing different types of negative online consumer reviews

Bettina Lis, Maximilian Fischer

This study aims to investigate if different types of negative electronic word-of-mouth (eWOM) have various negative effects on the attitude of the consumer toward a product…

Nonprofit branding: a bibliometric analysis

Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes, Cícero Caldeira Belchior

This study aims to examine articles on nonprofit branding over an 18-year time span to develop an overview and better understanding of the subject.

What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions

Parker J. Woodroof, Katharine M. Howie, Holly A. Syrdal, Rebecca VanMeter

The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product…