Journal of Product & Brand Management: Volume 24 Issue 5

Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge

This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory…

Celebrity endorsement, self-brand connection and consumer-based brand equity

The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed…

Brand trust in a cross-cultural context: test for robustness of an alternative measurement model

The purpose of this paper is to provide further validation of an alternative measurement model of brand trust and demonstrate the robustness and measurement invariance of the…

Communicating product size using sound and shape symbolism

The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo…

Customer responses to the CSR of banking companies

The purpose of this paper is to apply a thoroughly tested model to the study of how corporate social responsibility (CSR) perceptions impact customers’ affective and behavioural…

Speaking candidly: how managers’ political stances affect consumers’ brand attitudes

This paper aims to investigate how consumers react to corporate managers publicly espousing an ideological belief regarding a social issue. In particular, this paper investigates…

Gender differences in information processing and transparency: cases of apparel brands’ social responsibility claims

The purpose of this study was to understand how male and female consumers differently evaluate sustainability claims from brands and how brands’ sustainability efforts and the…

Inquiry into corporate brand alignment: a dialectical analysis and directions for future research

– The purpose of the study is to inquire into and to provide an integrated framework of academics’ and practitioners’ conversations on corporate brand alignment.

Executive summary “Communicating product size using sound and shape symbolism”

Executive summary of “Celebrity endorsement, self-brand connection and consumer-based brand equity”

Executive summary “Speaking candidly: how managers’ political stances affect consumers’ brand attitudes”

Executive summary of “Inquiry into corporate brand alignment: a dialectical analysis and directions for future research”

Editorial

Executive summary of “Brand trust in a cross-cultural context: test for robustness of an alternative measurement model”

Executive summary of “Mental representation of brands: a schema-based approach to consumers' organization of market knowledge”

Executive summary “Customer responses to the CSR of banking companies”

Executive summary of “Gender differences in information processing and transparency: cases of apparel brands’ social responsibility claims”