Journal of Product & Brand Management: Volume 32 Issue 3

Positioning products through names: effect of sound symbolism on perception of products with blended brand names

Sunny Vijay Arora, Arti D. Kalro, Dinesh Sharma

Managers prefer semantic imbeds in brand names, but extant literature has primarily studied fictitious names for their sound-symbolic perceptions. This paper aims to explore…

Do products branded with handwritten scripts suffer more amid product-harm crises?

Rubing Bai, Baolong Ma, Zhichen Hu, Hong Wang

This paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on handwritten…

Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism

Shuang Yang, Jiarong Tang, Jian Cai, Gongxing Guo

Few extant studies have focused on digital rituals and investigated the relationship between them and customer citizenship behavior in the context of online brand communities…

Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation

Wondwesen Tafesse, Bronwyn P. Wood

Drawing on insights from social influence theory, the MAIN model of digital media affordances and the literature on the attention economy, this study aims to investigate how…

Brand equity and stock performance in time of crisis: evidence from the COVID-19 pandemic

Maryam Farhang, Omid Kamran-Disfani, Arash H. Zadeh

This paper aims to investigate the impact of brand equity (BE) on stock performance (i.e. stock return, volatility and beta), and compare the performance of a high brand equity…

Pro-environmental messages have more effect when they come from less familiar brands

Vera Herédia-Colaço

This research aims to compare consumer responses to pro-environmental communication and appeals to recycle packaging when these messages come from a high-familiarity versus a…

Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation

Hsuan-Hsuan Ku, Pei-Ting Chen

To heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to use claim…

Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding

Sang Bong Lee, Taewon Suh

Although the alignment between mission statement and leadership practices leads to higher employee performance, it is unclear how the alignment is linked with employee work…

Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles

Aidin Namin, Seth Ketron

While prior research has investigated factors that predict consumers’ information search behaviors as they relate to automobiles, such studies were conducted prior to the COVID-19…

When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity

Andreas Strebinger, Thomas Otter

Many consumer packaged goods (CPG) companies have increased the visibility of their corporate brand to consumers by adding a corporate logo (e.g. Unilever “U”) on the packaging of…