Journal of Product & Brand Management: Volume 30 Issue 1

Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue

Dimitrios Buhalis, Sangwon Park

The role of co-creation experience in engaging customers with service brands

Khalid Hussain, Fengjie Jing, Muhammad Junaid, Qamar Uz Zaman, Huayu Shi

This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose…

Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit

Man Lai Cheung, Hiram Ting, Jun-Hwa Cheah, Mohamad-Noor Salehhuddin Sharipudin

Using the stimulus-organism-response model as the theoretical basis, the purpose of this study is to examine the impact of a social media-based destination brand community (SMDBC…

Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites

Anish Yousaf, Insha Amin, Dhouha Jaziri, Abhishek Mishra

The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness.

Mega-events brand meaning co-creation: the Olympic case

Nathalia Christiani Tjandra, Ivana Rihova, Sarah Snell, Claire S. Den Hertog, Eleni Theodoraki

This paper aims to explore a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong brand…

Co-creating consistent brand identity with employees in the hotel industry

Sung-Yun (Ashley) Chung, John Byrom

This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this…

Brand tourism effect in the luxury hotel industry

Seunghwan Lee, Dae-Young Kim

This study aims to examine the brand tourism effect observed in luxury hotels. The study assumed that when loyal customers of luxury hotels perceive two different types of…

Global or local brand? Hotel selection in global travel context

Haemoon Oh, Misoon Lee, Seonjeong Ally Lee

This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

From country stereotypes to country emotions to intentions to visit a country: implications for a country as a destination brand

Milena Micevski, Adamantios Diamantopoulos, Jennifer Erdbrügger

This paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country stereotypes and…

Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations

Farzana Quoquab, Jihad Mohammad, Anis Makhillah Mohd Sobri

The present study attempts to shed some light on tourists’ destination brand loyalty (DBL) in the Malaysian ecotourism context. More specifically, this study aims to examine the…

Destination branding and co-creation: a service ecosystem perspective

Antonios Giannopoulos, Lamprini Piha, George Skourtis

Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand…

Designing place brand architecture: the potential of a sub-brands strategy

Elena Zelenskaya, Elena Elkanova

The purpose of this paper is to investigate the problem of place brand architecture. Despite being a well-established research domain in the field of product and services…

Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

Phuong Kim Thi Tran, Vien Ky Nguyen, Vinh Trung Tran

This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer…