Journal of Product & Brand Management: Volume 33 Issue 7

Stormy sales: the influence of weather expectations on FMCG consumption

Cony M. Ho, Kuan-Chou Ko, Steven Liu, Chun-Chieh Wu

This study aims to understand the impact of extreme weather events on fast-moving consumer goods (FMCG) consumption and to examine the role of anticipated product scarcity and…

The dark side of brand community: the role of brand identification, community identification, brand passion and shopping motivation

Putri Dini Azizi, Arnold Japutra, Luis Arango, Joohee Kim

This paper aims to investigate whether consumers’ identification with a brand community makes them more likely to engage in compulsive buying behavior. Specifically, this research…

How do dual sustainable-labeling strategies enhance products’ perceived value?

Gauthier Casteran, Thomas Ruspil

This paper aims to understand how dual sustainable-labeling strategies influence perceived value dimensions (i.e. quality, emotional, social and price) across vice vs virtue…

Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations

Zhuomin Shi, Xiangyun Zhang, Chunji Jin, Qianying Huang

Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by…

Customer engagement, moral identity and oppositional brand loyalty in virtual communities

Guo Cheng, Xiaoyun Han, Weiping Yu, Mingli He

Oppositional brand loyalty poses a challenge to the management of virtual communities. This study aims to categorize these loyalty behaviors into positive (willingness to pay a…

How nostalgia in advertising increases brand love: a cross-country study

Silvia Grappi, Veronique Pauwels, Giuseppe Pedeliento, Lia Zarantonello

This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is…

Brand innovativeness and brand equity: the mediating role of brand attitude and the moderating role of perceived brand ethicality

Mengxi Yang, Mengyang Wang

This study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s…

Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories

René Heiberg Jørgensen, Jan Møller Jensen, Yingkui Yang

The purpose of this paper is to examine the influence of environmental concern, perceived consumer effectiveness (PCE), green self-identity and social influence on Danish…

Suit up or dress down: exploring the impact of CEO attire on corporate perceptions

Xiaobing Xu, Wei Huang, Lanping Cheng, Haijiao Shi

This study aims to investigate the influence of CEO attire formality on consumers’ perceptions of corporate image, drawing on first impression theory and spillover effect theory.

Brand purpose: a literature review and BEING implementation framework

Cassandra France, Claudia Fernanda Gonzalez-Arcos, Anne-Maree O’Rourke, Amanda Spry, Bronwyn Bruce

While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand…