Journal of Product & Brand Management: Volume 32 Issue 4

Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities

Nora J. Rifon, Mengtian Jiang, Shuang Wu

This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic…

Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers

Kian Yeik Koay, Chee Wei Cheah, Hui Shan Lom

This study aims to investigate the influence of perceived risk, including financial, functional, aesthetic, sanitary, psychological and social risks, on the intention to purchase…

Do you consider buying a counterfeit? New evidence from the theory of planned behaviour and cognitive dissonance theory

Sally Raouf Ragheb Garas, Amira Fouad Ahmed Mahran, Hassan Mohamed Hussein Mohamed

This paper aims to investigate the impact of perceived risk, ethical judgement, value consciousness, susceptibility to social influence and neutralisation on counterfeit clothes…

Feeling psychologically close: examining the determinants of branded app engagement

Sara H. Hsieh, Timmy H. Tseng, Crystal T. Lee

Enabled by pronounced advancement in technology, branded apps have dramatically changed how consumers communicate with brands. However, despite the proliferation of mobile apps…

Market selection and product positioning decisions’ implications for short- and long-term performance: evidence from the US music industry

Jake David Hoskins, Abbie Griffin

This research paper aims to investigate detailed relationships between market selection and product positioning decisions and their associated short- and long-term product…

Configurating product placement prominence on brand memory: what counts and what does not?

Sigen Song, Fanny Fong Yee Chan, Yongfa Li, Cheng Lu Wang

Placement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to systematically…

The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms

Anni Rahimah, Huu Phuc Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng, Andriani Kusumawati

The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and…

The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning

Bangwool Han

This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand…

How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique

Clarissa Theadora, Maria Veronica Amelia, Garry Wei-Han Tan, Pei-San Lo, Keng-Boon Ooi, Yogesh Kumar Dwivedi

Given the acute competition between music-streaming platforms (MSPs), the purpose of this study is to identify the relational motivators of brand loyalty towards the MSP in terms…

A moderated mediation model of situational context and brand image for online purchases using eWOM

Le Nguyen Hoang, Le Thanh Tung

The moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical support…