Journal of Product & Brand Management: Volume 33 Issue 2

Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude

Chao Fan, Feng Jiang, Mingzhe Yu, Xiaobo Tao

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most…

The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity

Taeyeon Kim, Hye Jin Yoon

Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect…

Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator

Yue He, Zan Mo, Huijian Fu

Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by…

The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model

Revanth Kumar Guttena, Cedric Hsi-Jui Wu, Ferry Tema Atmaja

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Mapping the sustainability branding field: emerging trends and future directions

Jorge Nascimento, Sandra Maria Correia Loureiro

This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current…

Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services

Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu

This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ…

Sustainable luxury brands: the moderating effects of salient identity-based goals

Jiarui Li, Jiyun Kang

Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to…

Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Fanjue Liu, Yu-Hao Lee

This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their…