Journal of Product & Brand Management: Volume 31 Issue 7

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Shubhomoy Banerjee, Ateeque Shaikh

The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research…

The relative impact of employees’ discrete emotions on employees’ negative word-of-mouth (NWOM) and counterproductive workplace behavior (CWB)

Sang Bong Lee, Shih Hao Liu, Carl Maertz

With the emergence of a variety of communication channels on social media, employees have more opportunities to engage with external stakeholders for or against their…

Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions

Sanga Song, Hye-Young Kim

This study aims to investigate the relationships between customer perceptions of luxury companies’ brand pages (i.e. brand page value and self-expressive brands) and customers’…

Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model

Bruno Schivinski, Nicolas Pontes, Barbara Czarnecka, Wen Mao, Jennifer De Vita, Vasileios Stavropoulos

This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship…

Effectiveness of corporate social responsibility activities in the COVID-19 pandemic

Jueman (Mandy) Zhang, Yi (Jasmine) Wang

The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare three…

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davit Davtyan, Armen Tashchian

This study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore the…

Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement

Shawn P. Scott, Daniel Sheinin, Lauren I. Labrecque

The purpose of this paper is to show how sonic logos, despite their brief exposure time, resonate with consumers’ emotions and attitudes in a manner that until now has been…

Do Americans seek pleasure while Chinese care about others’ approval? Examining stereotypical utilities positioning in brand choice contexts

Enav Friedmann, Merav Weiss-Sidi, Tiziano Vescovi

Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting…

This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment

Svetlana V. Davis, Peter A. Dacin

The purpose of this paper is to investigate consumer motivation to maintain brand attachment when faced with brand transgressions. This study investigated consumer motivation to…