Journal of Product & Brand Management: Volume 26 Issue 2

Editorial

Francisco Guzmán, Cleopatra Veloutsou

Building a comprehensive model to investigate factors behind switching intention of high-technology products

Cristelle Msaed, Sam O. Al-Kwifi, Zafar U. Ahmed

The purpose of this study is to determine the factors that underpin consumer switching intention in the smartphone industry. Most of the literature on brand switching uses…

Customer–brand engagement and Facebook fan-page “Like”-intention

Tilo Halaszovich, Jacques Nel

The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many…

Co-branding strategy in cause-related advertising: the fit between brand and cause

Rubén Huertas-García, Jorge Lengler, Carolina Consolación-Segura

Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence…

Consumer reactions to paid versus unpaid brand name placement in song lyrics

Yves Van Vaerenbergh

More and more artists mention brand names in their song lyrics; yet, their motivation to do so might differ. While some artists mention brand names out of brand love, other…

Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand

Sanjay Mishra, Surendra N. Singh, Xiang Fang, Bingqing Yin

Co-branding is popular with partnerships between well-known and new brands. In a laboratory study, this paper aims to examine the effects of a single ally and multiple allies on…

To (or not to) label products as artisanal: effect of fashion involvement on customer perceived value

Gargi Bhaduri, Nancy Stanforth

This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by…

Multiple commitments and behaviors: a mixed concept approach

Daniel Hoppe

The purpose of this paper is to investigate the interrelationships between different foci of commitment, namely, department commitment (DC) and corporate brand commitment (CBC)…

Consumer response to private label brands’ negative publicity: a relational effect on retailer’s store image

Hanna Gendel-Guterman, Shalom Levy

This study aims to examine the effect of private label brand (PLB) products’ negative publicity (NP) events on PLB general image and retailer’s store image, because of the…