Journal of Product & Brand Management: Volume 25 Issue 4

Guest editorial

Pierre Berthon, Leyland Pitt

Country of origin branding: an integrative perspective

Roderick J. Brodie, Maureen Benson-Rea

A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective…

Consumer generated brand extensions: definition and response strategies

Edward Boon, Philip Grant, Jan Kietzmann

Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand…

Transforming celebrities through social media: the role of authenticity and emotional attachment

Christine M. Kowalczyk, Kathrynn R. Pounders

Social media platforms are changing the way consumers and celebrities engage. This research aims to better understand how and why consumers use social media to engage with…

Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers

Mine Üçok Hughes, Wendy K. Bendoni, Ekin Pehlivan

This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers.

How customer and product orientations shape political brands

Alessandro Bigi, Emily Treen, Anjali Bal

The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and…

Producer push to consumer pull: Who curates new media content? Developing strategies for new media environments

Kerry Fiona Chipp, Devarpan Chakravorty

This study aims to explore if, with increasing consumer empowerment, consumers are actively pulling content through a multitude of platforms rather than relying on media owners to…

Tattooing and brand sponsorship: how far is too far?

Kelly Weidner, Anjali Bal, Samantha Rains, Christopher Leeds

The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of…

When creative consumers go green: understanding consumer upcycling

Matthew Wilson

Consumers are known to repurpose products for uses other than those they were originally intended for; this paper aims to focus on an environmentally conscious form of creative…