Journal of Product & Brand Management: Volume 26 Issue 1

Editorial

Cleopatra Veloutsou, Francisco Guzmán

The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

Cleopatra Veloutsou, Francisco Guzman

By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the…

Determinants and outcomes of brand hate

Sabrina M. Hegner, Marc Fetscherin, Marianne van Delzen

The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically…

Using the theory of planned behaviour to understand brand love

Sabrina M. Hegner, Anna Fenko, Annemiek Teravest

Brand love is perceived as one of the main objectives in brand management. Nevertheless, research into the factors influencing brand love are scarce. This paper aims to apply the…

Social network sites: early adopters’ personality and influence

Theo Lynn, Laurent Muzellec, Barbara Caemmerer, Darach Turley

This paper aims to provide a social network site influence (SNSI) profile of early adopters. This study explores the relationship between personality traits of early adopters of…

SME brand identity: its components, and performance effects

Timo Muhonen, Saku Hirvonen, Tommi Laukkanen

The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs).

I create, you create, we all create – for whom?

Eric Kennedy

This research aims to propose that prompted co-creation from a brand to a consumer will increase the value of the consumer to the brand through an increase in brand commitment and…

The effects of expertise and brand schematicity on the perceived importance of choice criteria: a Bordeaux wine investigation

Laurence Carsana, Alain Jolibert

The purpose of this research is to understand the effects of expertise and brand schematicity on the perceived importance of choice criteria in the context of purchasing red wine…

The allure of the bottle as a package: an assessment of perceived effort in a packaging context

Magnus Söderlund, Jonas Colliander, John Karsberg, Karina T. Liljedal, Erik Modig, Sara Rosengren, Sofie Sagfossen, Stefan Szugalski, Nina Åkestam

This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much…