Journal of Product & Brand Management: Volume 31 Issue 4

“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context

Manish Das, Victor Saha, M.S. Balaji

This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and…

Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis

Oanh Dinh Yen Nguyen, Jenny (Jiyeon) Lee, Liem Viet Ngo, Tran Ha Minh Quan

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the…

The role of brand personality in the formation of consumer affect and self-brand connection

Justin F. McManus, Sergio W. Carvalho, Valerie Trifts

This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.

Title redacted: the impact of negative online review censorship

Jennifer L. Stevens, Carol L. Esmark Jones, Mike Breazeale

Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers…

Bilingual brand communities? Strategies for targeting Hispanics on social media

Dino A. Villegas, Alejandra Marin Marin

This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural country like…

Congruency or incongruency: a theoretical framework and opportunities for future research avenues

Andreas Aldogan Eklund, Miralem Helmefalk

The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.

An expansion of the brand and message framing effects on smart health-care clothing

Hongjoo Woo, Sanghee Kim

The purpose of this study is to examine the effects of brand and message framing on consumers’ evaluations and purchase intentions of smart health-care clothing. The study also…

The anatomy of a rivalry: the role of resentment in the development of brand attitudes

Diego Alvarado-Karste, Blair Kidwell

This study aims to demonstrate that feelings of resentment, fueled by perceptions of injustice, underlie the formation of rivalries. Further, this study analyzes how consumers…

Visually communicating brand heritage on social media: champagne on Instagram

Joshua Butcher, Fabien Pecot

This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media.

Transmission of negative brand-relevant content on social media

Ashleigh Powell, Constantino Stavros, Angela Dobele

Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by…