Journal of Product & Brand Management: Volume 31 Issue 2

Brand imitation strategy, package design and consumer response: what does it take to make a difference?

Fei Qiao, William Glenn Griffin

This study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products.

Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love

Elaine Wallace, Pedro Torres, Mário Augusto, Maryana Stefuryn

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love…

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

Xiaoyong Wei, Sojin Jung

When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally…

Branding’s academic–practitioner gap: managers’ views

Frank Alpert, Mark Brown, Elizabeth Ferrier, Claudia Fernanda Gonzalez-Arcos, Rico Piehler

This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain.

Developing and testing a typology of brand benefit differentiation

Alexander Farestvedt Hem, Magne Supphellen

The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation.

Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts

Yang Cheng, Hua Jiang

This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their…

Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions

JungHwa (Jenny) Hong, Jie Yang, Barbara Ross Wooldridge, Anita D. Bhappu

Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and…

Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach

Jing Yang, Juan Mundel

This study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e…

Fifteen years of customer engagement research: a bibliometric and network analysis

Linda D. Hollebeek, Tripti Ghosh Sharma, Ritesh Pandey, Priyavrat Sanyal, Moira K. Clark

In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent…

Brand implications of advertising products with their reflections

Nazuk Sharma, Marisabel Romero

The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand…

City brand love: modelling and resident heterogeneity analysis

Saalem Sadeque, Mohammad Shahidul Hasan Swapan, Sanjit K. Roy, MD Ashikuzzaman

This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident segments…