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March 2025, Volume 32, Issue 2
- 79-93 Exploring the effect of incidental priming when measuring trademark genericism
by Robert A. Peterson & Jeffrey A. Peterson - 94-108 The role of consumer-based brand equity on the prolongation of trademarks
by Louisa M. Pfeifer & Thomas F. Schreiner & Henrik Sattler - 109-111 Correction to: The role of consumer‑based brand equity on the prolongation of trademarks
by Louisa M. Pfeifer & Thomas F. Schreiner & Henrik Sattler - 112-130 Consumers’ dark personality traits drive gluckschmerz: the interplay of competitiveness and brand love
by Anwar Sadat Shimul & Isaac Cheah & Mahabubur Rahman - 131-149 Impact of national culture on contributors’ performance in brand co-creation: insights from a crowdsourcing platform
by Anja Tekic & Daria Korneva - 150-165 Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis
by Lars Brand & Matthias Anderski & Tim Ströbel
January 2025, Volume 32, Issue 1
- 1-16 Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity
by Lishan Xie & Xinhua Guan & Shih-Shuo Yeh & Tzung-Cheng Huan - 17-33 Crafting lasting bonds: unveiling the impact of brand experience on enhancing elderly consumer-based brand equity in the thriving Chinese digital phone market
by Supeng Zheng & Haifen Lin & Mohsin Shahzad & Lingwen Kong - 34-49 Act your age to engage: field evidence on parent versus brand extension
by Liam Tincknell & Frank Mathmann & Benno Torgler & Husain Salilul Akareem - 50-64 Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell
by Rafael Bravo & José M. Pina & Beatriz Tirado - 65-78 When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM
by Ramazan Kurtoğlu & Tuğba Özbölük & Behiye Altın
November 2024, Volume 31, Issue 6
- 557-575 Conceptualising and measuring consumer perceptions of brand wastefulness
by Alexandria M. Gain & Leonard V. Coote & André Bonfrer - 576-592 How rarity and exclusivity influence types of perceived value for luxury
by Xujia Wang & Billy Sung & Ian Phau - 593-615 How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side
by Zhucheng Shao & Jessica Sze Yin Ho & Garry Wei-Han Tan & Keng-Boon Ooi & Prianka Sarker & Yogesh K. Dwivedi - 616-631 How can brands mitigate the consequences of negative digital customer experience? Investigating roles of brand attachment, brand community support, and adaptive coping
by Sampa Anupurba Pahi & Anuj Jain & Debasis Pradhan - 632-648 How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction
by Fan Zhang & Huan Li & Zewei Xue & Jiaxun He
September 2024, Volume 31, Issue 5
- 469-481 Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification
by Mobin Fatma & Imran Khan - 482-501 A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S
by Jihye Park & H. Rao Unnava - 502-515 Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands
by Xia Jiang & Fengyi Deng & Qing Yao & Defeng Yang - 516-528 A proposed brand architecture model for UK fashion brands
by Arooj Rashid & Louise Spry & Christopher Pich - 529-542 Brand hate experiences and the role of social media influencers in altering consumer emotions
by Raphael Odoom & John Paul Basewe Kosiba & Priscilla Teika Odoom - 543-556 The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?
by Pedro Almeida & Paulo Rita & Diego Costa Pinto & Márcia Herter
July 2024, Volume 31, Issue 4
- 345-381 How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook
by Federico Mangiò & Giuseppe Pedeliento & Daniela Andreini & Lia Zarantonello - 382-400 Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands
by P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges - 401-414 User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement
by Luke Butcher & Billy Sung - 415-429 Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship
by Ching-Fu Chen & Hsiao-Han Lu - 430-448 Toward a measure of brand pride: scale development and validation
by Subarna Nandy & Neena Sondhi & Himanshu Joshi - 449-468 Harnessing brand authenticity to promote prosocial service behavior
by Weng Marc Lim & Nishtha Malik & Sahil Gupta & Himanshu Rai
May 2024, Volume 31, Issue 3
- 235-250 The impact of consumer personality and social network position on brand community engagement
by Duygu Akdevelioglu & Selcan Kara & Victor Perotti - 251-264 Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality
by Rukhsana Gul Gilal & Faheem Gul Gilal & Naeem Gul Gilal - 265-292 Engaging through storytelling: the interplay of engagement with a story, cause, and charity
by Karolina Kaczorowska & Jodie Conduit & Steven Goodman - 293-309 The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective
by Clarinda Rodrigues & Amélia Brandão & Soniya Billore & Tetsuhisa Oda - 310-330 The challenges of balancing ethics and competence for purpose-driven brands: an exploratory case study on social impact company Too Good To Go
by Anna Karina Kjeldsen & Line Schmeltz - 331-344 Victims: the missing piece in stakeholder-focused brand management puzzles
by Monika Hajdas & Ryszard Kłeczek
March 2024, Volume 31, Issue 2
- 95-107 Brands and activism: ecosystem and paradoxes
by Klement Podnar & Urša Golob - 108-125 From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics
by Aya Aboelenien & Chau Minh Nguyen - 126-139 The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’
by Abdul Rohmanue & Erik S. Jacobi - 140-152 The activist brand and the transformational power of resistance: towards a narrative conceptual framework
by Sophie Esmann Andersen & Trine Susanne Johansen - 153-167 Peer effects on brand activism: evidence from brand and user chatter on Twitter
by Mithila Guha & Daniel Korschun - 168-192 Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism
by Stefanie Wannow & Martin Haupt & Martin Ohlwein - 193-211 From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity
by Zoe Lee & Amanda Spry & Yuksel Ekinci & Jessica Vredenburg - 212-234 Brand activism as a marketing strategy: an integrative framework and research agenda
by Pedro Chapaval Pimentel & Mariana Bassi-Suter & Simone Regina Didonet
January 2024, Volume 31, Issue 1
- 1-15 Exploring the uniqueness of distinctive brand assets within the UK automotive industry
by Gianluca Fiocchi & Mona Seyed Esfahani - 16-37 Revisiting experiential marketing: a Delphi study
by Andrew Davey & Billy Sung & Luke Butcher - 38-57 Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes
by Dominyka Venciute & Cen April Yue & Patrick D. Thelen - 58-78 Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands
by Estelle Dinh & Hans Mühlbacher & Mariaterasa Torchia - 79-93 Self-concept and brand loyalty: Insights from major life events and coping mechanisms
by Irina T. Toteva & Selen Savas-Hall & Justin R. Hall
November 2023, Volume 30, Issue 6
- 479-489 Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China
by Xiongkai Tan & Sha Zhang & Hong Zhao - 490-515 Brand passion: a systematic review and future research agenda
by Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal - 516-534 Would luxury brands benefit from empowering consumers in product decision-making?
by Songyee Hur & Sejin Ha - 535-549 Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent
by Jose A. Flecha Ortiz & María Los M. Santos Corrada & Evelyn Lopez & Virgin Dones & Vivian Feliberty Lugo - 550-566 Enlightening the brand building–audience response link
by Cleopatra Veloutsou - 567-567 Correction to: Enlightening the brand building–audience response link
by Cleopatra Veloutsou
September 2023, Volume 30, Issue 5
- 381-397 ‘Pink is for girls, blue is for boys’ exploring brand gender identity in children’s clothing, a post-evaluation of British retailer John Lewis
by Jill Nash & Cindy Sidhu - 398-413 An integrated model of retail brand equity: the role of consumer shopping experience and shopping value
by Chi Zhang & Douglas W. Vorhies & Wenkai Zhou - 414-431 Brand engagement into self-concept and culture: a literature review for a future research agenda
by Olga Nechaeva & Valentina Mazzoli & Raffaele Donvito - 432-448 Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands
by Tapas Ranjan Moharana & Debashree Roy & Garima Saxena - 449-460 Engaging with intelligent voice assistants for wellbeing and brand attachment
by Catherine Prentice & Sandra Maria Correia Loureiro & João Guerreiro - 461-477 Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames
by Iago S. Muraro & Kjerstin Thorson & Patricia T. Huddleston
July 2023, Volume 30, Issue 4
- 275-301 A counterinsurgent (COIN) framework to defend against consumer activists
by Steven Chen - 302-317 The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context
by Maria Vernuccio & Michela Patrizi & Maja Šerić & Alberto Pastore - 318-332 The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana
by Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah - 333-346 It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management
by Lina Xiong - 347-366 Effects of brand community social responsibility: roles of collective self-esteem and altruism
by Zhimin Zhou & Yucheng Wang & Yaqin Zheng & Shixiong Liu - 367-380 Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance
by Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono
May 2023, Volume 30, Issue 3
- 185-189 Branding: too often overlooked in disruptive innovation and social purpose arenas
by David Aaker - 190-206 Can CSR foster brand defense? A moderated-mediation model of the role of brand passion
by Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown - 207-226 Building brand meaning in social entrepreneurship organizations: the social impact brand model
by Florian Lückenbach & Holger J. Schmidt & Jörg Henseler - 227-244 Intensity of collective consumption practices in brand communities: the case of crossfit
by Laurence Dessart & Grégory Bressolles - 245-260 The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors
by Hemant C. Sashittal & Avan R. Jassawalla & Ruchika Sachdeva - 261-274 Addressing the eco-gender gap in men through power and sustainability self-efficacy
by Kevin P. Newman & Rebecca K. Trump
March 2023, Volume 30, Issue 2
- 95-96 Special edition: corporate heritage brand design
by John M. T. Balmer & Angela Bargenda - 97-115 Design, corporate brand design, and corporate heritage brand design: what are they? what of them?
by John M. T. Balmer - 116-128 Styling the corporate heritage brand: identity building through architectural design
by Angela Bargenda - 129-143 The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design
by Mario Burghausen - 144-156 Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction
by Pedro Mir Bernal & Fabien Pecot & Bradford Hudson & Virginie Barnier - 157-169 Invented corporate heritage brands
by Olof Brunninge - 170-183 Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: a case of useful learning
by John M. T. Balmer
January 2023, Volume 30, Issue 1
- 1-8 Looking forward, looking back: developing a narrative of the past, present and future of a brand
by Kevin Lane Keller - 9-33 We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty
by Vesna Babić-Hodović & Alisa Mujkić & Maja Arslanagić-Kalajdžić - 34-48 Mitigating the negative effect of intrabrand clustering: the role of interbrand clustering and firm size
by Moeen Naseer Butt - 49-60 Brand heritage across cultures: U.S.A., France and South Korea
by Fabien Pecot & Gregory Rose & Altaf Merchant & Sunmee Choi - 61-76 AI service impacts on brand image and customer equity: empirical evidence from China
by Chunlin Yuan & Shuman Wang & Yue Liu - 77-94 Brand stigmatization: how do new brand users influence original brand users?
by Defeng Yang & Xi Lei & Liang Hu & Yu Sun & Xiaodan Yang
November 2022, Volume 29, Issue 6
- 513-519 Brand management and sustainability: exploring potential for the transformative power of brands
by Urša Golob & Mario Burghausen & Joachim Kernstock & Mark A. P. Davies - 520-537 Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts
by Andreas Hesse & Karolin Bündgen & Saskia Claren & Sarah Frank - 538-555 Understanding worldview beliefs to allay skepticism toward CSR advertising
by Robert G. Magee - 556-568 The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes
by Petar Gidaković & Mateja Kos Koklič & Mila Zečević & Vesna Žabkar - 569-583 Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands
by Marlene Vock - 584-597 The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand
by Heidi Hansen & Astrid Jensen & Cindie Maagaard - 598-614 Do well, do good, and know your audience: the double-edged sword of values-based CSR communication
by Edwin Love & Tejvir Sekhon & Tara Ceranic Salinas
September 2022, Volume 29, Issue 5
- 435-453 Strategic trademark management: a systematic literature review and prospects for future research
by Yougen Cao & Shengce Ren & Mei Du - 454-469 Antecedents and consequences of emotional attachment to sport teams brands
by Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub - 470-483 The role of transactionality of mobile branded apps in brand experience and its impact on loyalty
by Daria Plotkina & Landisoa Rabeson - 484-497 A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity?
by Shanshan Luo & Robert Hamlin - 498-511 I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research
by Joern Redler & Holger J. Schmidt
July 2022, Volume 29, Issue 4
- 327-340 Conceptualising attitudes towards brand genuinuity: scale development and validation
by Brian ‘t Hart & Ian Phau - 341-362 Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands
by Dharun Kasilingam & Soundararaj Ajitha - 363-382 Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust
by Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila - 383-399 Employee and visitor interactions in museums as a driver to convey the museum brand identity: an exploratory study approach from Picasso museums
by Érica Ferreiro-Rosende & Nuria Morere-Molinero & Laura Fuentes-Moraleda - 400-419 Brand attachment: a review and future research
by Anwar Sadat Shimul - 420-433 Organizational resilience and internal branding: investigating the effects triggered by self-service technology
by Galina Biedenbach & Thomas Biedenbach & Peter Hultén & Veronika Tarnovskaya - 434-434 Retraction Note to: Slow fashion branding: understanding what consumers value most
by Sojin Jung & Byoungho Ellie Jin
May 2022, Volume 29, Issue 3
- 241-257 Evolution of luxury marketing landscape: a bibliometric analysis and future directions
by Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara - 258-270 Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks
by Pushpanjali Kaul & Sangeeta Arora - 271-286 The effects of nostalgia marketing on consumers’ brand extension evaluation
by Sung Youl Jun & Hye Kyung Park & Kyung Ho Kim - 287-300 The anthropomorphic brand logo and its effect on perceived functional performance
by Ahmad Daryanto & Nicholas Alexander & Gilang Kartika - 301-310 Corporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing context
by Emily Pyle & Adrian Furnham & Alastair McClelland - 311-325 How should organizations engage and build relationships with mobile publics on social messengers
by Linjuan Rita Men
March 2022, Volume 29, Issue 2
- 141-149 RETRACTED ARTICLE: Slow fashion branding: understanding what consumers value most
by Sojin Jung & Byoungho Ellie Jin - 150-166 Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator
by Laee Choi & MiRan Kim & He-Boong Kwon - 167-189 When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions
by Chen Yang & Jing Hu - 190-207 Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters
by Caitlin McLaughlin & Kai Haverila & Matti Haverila - 208-224 Brand equity retention after rebranding: a resource-based perspective
by Rian Beise-Zee - 225-240 Branded content experience in social media settings: a consumer culture theory perspective
by Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh
January 2022, Volume 29, Issue 1
- 1-12 Managerial corporate brand orientation: explication, significance, and antecedents
by John M. T. Balmer - 13-34 The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands
by Reza Fazli-Salehi & Ivonne M. Torres & Rozbeh Madadi & Miguel Ángel Zúñiga - 35-57 Building brand loyalty on social media: theories, measurements, antecedents, and consequences
by Tunmin Catherine Jai & Xiao Tong & Hsiangting Shatina Chen - 58-71 The role of storytelling in the creation of brand love: the PANDORA case
by Patrícia Dias & Rita Cavalheiro - 72-84 Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM
by Ramazan Kurtoğlu & Tuğba Özbölük & Pınar Hacıhasanoğlu - 85-110 Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands
by Holger J. Schmidt & Pieter Steenkamp - 111-126 Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry
by Dalia Abdelwahab & Sonia San-Martín & Nadia Jiménez - 127-140 Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values
by Eric Kennedy & Francisco Guzmán & Nicholas Ind
November 2021, Volume 28, Issue 6
- 559-577 “What drives loyal fans of brand pages to take action? The effects of self-expansion and flow on loyal page fans’ sharing and creation activities”
by Angeliki Nikolinakou & Joe Phua & Eun Sook Kwon - 578-595 The external effect of international tourism on brand equity development process of multinational firms (MNFs)
by Yan Feng & Wen Cao & Geon-Cheol Shin & Yeujun Yoon - 596-608 Consumer affinity and an extended view of the spillover effects of attitudes toward a cross-border-acquisition event
by Tiebing Shi & Han Yu & Chi Lo Lim - 609-642 Brand love: conceptual and empirical investigation of a holistic causal model
by Renée Rahman & Tobias Langner & Dirk Temme - 643-656 Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study
by Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer - 657-670 Brands as personal narratives: learning from user–YouTube–brand interactions
by Hemant C. Sashittal & Avan R. Jassawalla - 671-684 Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value
by Takumi Kato - 685-699 Social media brand posts and customer engagement
by Zhan Wang
September 2021, Volume 28, Issue 5
- 465-480 Stability or instability: the impact of brand concepts on logo design preferences
by Haiyang Huang & Yuanyuan Cai & Lisha Xu - 481-494 Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification
by Masayuki Yoshida & Brian S. Gordon & Jeffrey D. James - 495-509 Effects of sponsorship quality and quantity on employee brand behavior
by Verena Batt & Matthias Holzer & Manfred Bruhn & Sven Tuzovic - 510-525 Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands
by Muhammad Naeem & Wilson Ozuem - 526-544 A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa
by Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman - 545-558 What makes a corporate heritage brand authentic for consumers? A semiotic approach
by Anne Rindell & Fernando Pinto Santos
July 2021, Volume 28, Issue 4
- 359-373 The real purpose of purpose-driven branding: consumer empowerment and social transformations
by Monika Hajdas & Ryszard Kłeczek - 374-387 Arctic narratives: brewing a brand with neolocalism
by Janne P. Ikäheimo - 388-401 Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale
by Marta Frasquet-Deltoro & Alejandro Molla-Descals & Maria-Jose Miquel-Romero - 402-412 Spillover effects of competitive rivalry on brand extensions
by Nicolas Pontes & Vivian Pontes - 413-428 Cocreated brand value: theoretical model and propositions
by Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola - 429-445 Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude
by Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer - 446-463 Intra-brand image confusion: effects of assortment width on brand image perception
by Malek Simon Grimm & Ralf Wagner
May 2021, Volume 28, Issue 3
- 241-253 From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger
by Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman - 254-271 Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty
by Eun-Ho Kim & Dongho Yoo & Sun-Jae Doh - 272-290 Biomorphic visual identity of a brand and its effects: a holistic perspective
by V. U. Vinitha & Deepak S. Kumar & Keyoor Purani - 291-301 It’s all about the brand: place brand credibility, place attachment, and consumer loyalty
by Bernd F. Reitsamer & Alexandra Brunner-Sperdin - 302-324 The effects of cultural distance on online brand popularity
by Moon-Yong Kim & Sangkil Moon - 325-346 The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK
by Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall - 347-358 Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity
by Fernanda Muniz & Francisco Guzmán
March 2021, Volume 28, Issue 2
- 99-115 The influence of brand experiences on consumer-based brand equity
by Rita Pina & Álvaro Dias - 116-132 Measuring brand personality using emoji: findings from Mokken scaling
by Salim Moussa - 133-151 Internal branding: conceptualization from a literature review and opportunities for future research
by David Barros-Arrieta & Ernesto García-Cali - 152-170 Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect
by Joana César Machado & Beatriz Fonseca & Carla Martins - 171-185 A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults
by Urszula Garczarek-Bąk & Andrzej Szymkowiak & Piotr Gaczek & Aneta Disterheft - 186-198 Exploring brand purpose dimensions for non-profit organizations
by Abas Mirzaei & Cynthia M. Webster & Helen Siuki - 199-220 Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity
by Jiayu Qian & Jee-Sun Park - 221-239 A spokesperson with any name won’t be as charming: the phonetic effect of spokesperson name and gender on personality evaluations
by Alicia Kulczynski & Stacey Brennan & Jasmina Ilicic
January 2021, Volume 28, Issue 1
- 1-7 Journal of Brand Management: Editorial guidelines and expectations of authors
by Mark A. P. Davies & Urša Golob & Joachim Kernstock & Shaun M. Powell - 8-31 Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?
by Ilenia Confente & Wioleta Kucharska - 32-47 Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands
by Hyun Ju Jeong & Jihye Kim - 48-59 Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements
by R. J. J. Voorn & G. Veen & T. J. L. Rompay & S. M. Hegner & A. T. H. Pruyn - 60-76 The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric
by Chaohua Huang & Rui Guo - 77-98 Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers
by Jun Zhang & Joon Soo Lim
November 2020, Volume 27, Issue 6
- 623-628 Journal of Brand Management: year end review 2020
by Shaun M. Powell - 629-644 Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?
by Didem Gamze Isiksal & Elif Karaosmanoglu - 645-661 Social media brand engagement in the context of collaborative consumption: the case of AIRBNB
by Bruno Schivinski & Daniela Langaro & Teresa Fernandes & Francisco Guzmán - 662-678 Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences
by Yi Xie & Siqing Peng & Daniel P. Hampson - 679-690 The personal influence of Instagram bloggers on consumer–brand interactions: brands as tribal artifacts
by Hemant C. Sashittal & Avan R. Jassawalla - 691-709 What can be done to address luxury counterfeiting? An integrative review of tactics and strategies
by Nelson Borges Amaral - 710-720 Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management
by Oriol Iglesias & Nicholas Ind
September 2020, Volume 27, Issue 5
- 495-507 Does effective cost transparency increase price fairness? An analysis of apparel brand strategies
by Sojin Jung & Hyeon Jeong Cho & Byoungho Ellie Jin - 508-530 Improving the value of the retailer brand through social media equity
by Manisha Mathur - 531-545 The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents
by Giang Huong Duong & Wann-Yih Wu & Long Hoang Le - 546-560 Counterfeit luxury consumption strategies in a collectivistic culture: the case of China
by Jiahan Li & Mahsa Ghaffari & Lin Su - 561-578 The impact of relational drivers on customer brand engagement and brand outcomes
by Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson - 579-592 The impact of electronic entrepreneur-related word of mouth on brand evaluation
by Bing Yuan & Alessandro M. Peluso - 593-606 Brands as activists: The Oatly case
by Christian H. Koch - 607-621 My brand identity lies in the brand name: personified suggestive brand names
by Selcan Kara & Kunter Gunasti & William T. Ross
July 2020, Volume 27, Issue 4
- 377-392 Explaining the theoretical model of place branding: an asset-based approach to regeneration of the historic district of Tehran
by Mohammad Reza Yazdan Panah Shahabadi & Hassan Sajadzadeh & Mojtaba Rafieian - 393-407 Building a unique brand identity: measuring the relative ownership potential of brand identity element types
by Ella Ward & Song Yang & Jenni Romaniuk & Virginia Beal - 408-420 Corporate brand value and cash holdings
by Neeraj Bharadwaj & Dominique M. Hanssens & Ramesh K. S. Rao - 421-437 When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment
by Won-Moo Hur & Tae-Won Moon & Hanna Kim - 438-451 Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?
by Xuemei Bian & Sadia Haque - 452-465 The influence of passion/determination and external disadvantage on consumer responses to brand biographies
by Thanh-Thao Nguyen & Bianca Grohmann - 466-480 Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions
by Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini - 481-494 Exploring sources of voter-based political human brand equity
by Bastian Atzger & Elisabete S. Sá & Joaquim Silva
May 2020, Volume 27, Issue 3
- 237-265 Dynamic brand evolution mechanism of professional sports teams: empirical analysis using comprehensive major league baseball data
by Yan Feng & Yeujun Yoon - 266-283 How brand owners construct imagined worlds with brand visual aesthetics
by Mark Buschgens & Bernardo Figueiredo & Kaleel Rahman - 284-299 Nature of brand love: examining its variable effect on engagement and well-being
by Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou - 300-311 The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study
by Chung Hur & Jiyoung Hwang & Chankoo Yeo - 312-327 A multilevel study of brand-specific transformational leadership: employee and customer effects
by Hsu-Hsin Chiang & Tzu-Shian Han & David McConville - 328-338 Branding destinations: symbolic and narrative representations and co-branding
by Jennifer Rowley & Sonya Hanna - 339-354 The sound of branding: An analysis of the initial phonemes of popular brand names
by Abhishek Pathak & Carlos Velasco & Charles Spence - 355-375 Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty
by Marta Dapena-Baron & Thomas W. Gruen & Lin Guo
March 2020, Volume 27, Issue 2
- 123-129 Trending topics plus future challenges and opportunities in brand management
by Urša Golob & Mark A. P. Davies & Joachim Kernstock & Shaun M. Powell - 130-142 A sociolinguistic perspective of the effects of packaging in bilingual markets
by Huda Khan & Richard Lee - 143-159 A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education
by Narissara Sujchaphong & Bang Nguyen & T. C. Melewar & Pakorn Sujchaphong & Junsong Chen