Journal of Product & Brand Management: Volume 32 Issue 8

Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories

Debi P. Mishra, M. Deniz Dalman

Signals, e.g. information released by firms about new products attract the attention and scrutiny of customers, competitors and other stakeholders. In product management, an…

The impact of social media evolution on practitioner-stakeholder relationships in brand management

Tony Cooper, Constantino Stavros, Angela R. Dobele

The purpose of this paper is to explore the tension in brand management created through the rapid transformation of social media, mapping the maintenance of increasingly complex…

Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief

Qi Yao, Chao Hu, Jianjian Du

To provide theoretical guidance on improving luxury brands’ marketing performance, this study aims to examine the impact mechanism and boundary conditions of luxury brand buyers’…

Determining the predictive importance of the core dimensions of nation brands

Abdelmounaim Lahrech, Hazem Aldabbas, Katariina Juusola

Informed by the resource-based and resource-advantage theories, this study, a comparative study, aims to examine the core dimensions of nation brands – culture, tourism, exports…

Impact of online product presentation on sales: the effects of text-image introductory information and celebrity endorsements

Lei Liu, Shaohui Wu, Guoliang Cai

Product presentation plays a critical role in influencing consumers’ purchasing decisions in online shopping. The purpose of this study is to examine the effects of text-image…

When does customization improve brand attitude?

Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel

Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of…

Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages

Martin Haupt, Stefanie Wannow, Linda Marquardt, Jana Shanice Graubner, Alexander Haas

Through activism, brands participate in the sociopolitical controversies that shape society today. Based on social identity theory, this study aims to examine the moderating…

Investigating consumer perceptions of brand inauthenticity in a narrative brand ending

Jacqueline Burgess, Christian Martyn Jones

This study aims to investigate consumer perceptions of inauthenticity due to adulteration of a narrative brand ending by using the research context of the final season and ending…

Exploring consumer segments defined by affective responses to naturalness in logo design

Anna Torres, Leonor Vacas de Carvalho, Joana Cesar Machado, Michel van de Velden, Patrício Costa

Focusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering…

As cute as a button: the effect of size on online product cuteness perception

Yuan Li, Jacqueline Eastman

Cute products have found market success. The literature has identified various factors of cuteness, but the effect of size is under-addressed. This study aims to investigate…

Brands talking on events? Brand personification in real-time marketing tweets to drive consumer engagement

Ebenezer Nana Banyin Harrison, Wi-Suk Kwon

This study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact…

The impact of brand value co-creation on perceived CSR authenticity and brand equity

Fernanda Muniz, Francisco Guzmán

In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless…

Brand crowdfunding using followers boosted through gamification affordances: insights from two emerging markets

Muhammad Zahid Nawaz, Shahid Nawaz, Francisco Guzman

Brand crowdfunding, launched through brands’ social media platforms, can provide a myriad of crowdfunding and branding benefits, such as strengthening brands’ social networks…

The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships

Dominyka Venciute, Lukas Karalius, James Reardon, Vilte Auruskeviciene

This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand…

Brand new: how visual context shapes initial response to logos and corporate visual identity systems

Robert A. Wertz

When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has…

Sympathy or shock: how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands

A. Lynn Matthews, Sarah S.F. Luebke

Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims…