Journal of Product & Brand Management: Volume 33 Issue 6

Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?

Upasana Seth, Harmeen Soch

This study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer…

How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception

Luri Lee, Won-Moo Hur

Corporate hypocrisy occurs when a discrepancy exists between corporate talk and actions. As companies assume more extensive economic, societal and global roles, they are more…

Brand pride: concept and measurement

Harleen Kaur, Harsh V. Verma

This paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct.

The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products

Qingyi Li, Hong Zhu, Yayu Zhou, Zhijun Li, Chunqu Xiao

The purpose of this study is to assist brand and product managers in selecting appropriate ingredient names for environmentally friendly products. It investigates the effects of…

The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective

Ziyou Jiang, Jewon Lyu

Augmented reality (AR) provides consumers with added value by allowing them to experience products via mobile devices. An increasing number of brands have adopted AR apps, but…

Once upon a game: boosting brand storytelling through gamification

Elias Vega, Carmen Camarero

The purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”…

Are there generalizable patterns in line extension performance?

Kirsten Victory, Arry Tanusondjaja, John Dawes, Magda Nenycz-Thiel, Jenni Romaniuk

New product introductions, particularly line extensions (LEs), are common in consumer goods categories. Despite their commonality, the success of LEs are not guaranteed. The…

Inward negative emotions and brand hate in users of snow-sports’ brands

Álvaro Iranzo Barreira, Ines Kuster, Carla Ruiz Mafe

The aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme…

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

Teresa Fernandes, Francisco Guzman, Mafalda Mota

Consumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims…

(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies

Madison Renee Pasquale, Luke Butcher, Min Teah

Front-of-packaging (FOP) is a critical branding tool that uses “cues” to communicate product attributes and establish distinct brand images. This paper aims to understand how food…