Journal of Product & Brand Management: Volume 31 Issue 1

Pursuing premium: comparing pre-owned versus new durable markets

Chadwick J. Miller, Daniel C. Brannon

The purpose of this paper is to investigate whether consumers in pre-owned durable goods markets (such as pre-owned automobiles) purchase products with higher premium/luxury…

Investigating brand community engagement and evangelistic tendencies on social media

Purvendu Sharma, Ashish Sadh, Aditya Billore, Manoj Motiani

This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating…

Tickle me on WeChat Moments: the role of brand love

Jashim Khan, Jean-Eric Pelet, Somayeh Zamani

This study aims to expand the understanding of the implicit exposure of brands in Web dramas with congruent branding messages shared on social media Moments. This study also aims…

Sociopolitical activist brands

Holger Joerg Schmidt, Nicholas Ind, Francisco Guzmán, Eric Kennedy

This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.

Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China

Sojung Kim, Mark Yi-Cheon Yim

This study aims to examine how culture influences consumer attitudes toward the brands of products they own during a product-harm crisis. To this end, average consumers from two…

Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives

Varsha Jain, Preeti Shroff, Altaf Merchant, Subhalakshmi Bezbaruah

A place brand is a culmination of its exclusive history, people and traditions that affect customer and community experiences. Place branding has become increasingly important for…

The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement

David Gligor, Sıddık Bozkurt

This study aims to investigate the effect of perceived brand interactivity on customer purchases along with the mediating effect of perceived brand fairness. To increase the…

Redefining brand hijacking from a non-collaborative brand co-creation perspective

Alfonso Siano, Maria Giovanna Confetto, Agostino Vollero, Claudia Covucci

In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been…

To be or not to be equal: the impact of pride on brands associated with dissociative out-groups

Yue Lu, Zhanqing Wang, Defeng Yang, Nakaya Kakuda

Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly…

How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

Susanna S. Lee, Huan Chen, Yu-Hao Lee

The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram…

Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement

Nebojsa S. Davcik, Daniela Langaro, Colin Jevons, Rita Nascimento

This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The…