Journal of Product & Brand Management: Volume 28 Issue 4

Like a chameleon: the polychromatic virtue of dynamic brands

Catarina Lelis

The purpose of this paper is to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be…

Wellness branding: insights into how American and Finnish consumers use wellness as a means of self-branding

Miia Grénman, Ulla Hakala, Barbara Mueller

The purpose of this paper is to examine wellness as a means of self-branding. The phenomenon is addressed through the introduction of a new concept – wellness branding – and by…

The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality

Osman Gök, Pervin Ersoy, Gülmüş Börühan

The purpose of this paper is to investigate the elements of user manual quality and its influences on perceived product quality and customer satisfaction in an integrated model…

Sincerity or ploy? An investigation of corporate social responsibility campaigns

Michelle Childs, Hongjoo Woo, Seeun Kim

Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position…

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Sara Catalán, Eva Martínez, Elaine Wallace

This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.

The impact of envy on brand preference: brand storytelling and psychological distance as moderators

Danny Tengti Kao

While envy has been widely explored in psychology literature, theoretical understanding of the effects of envy on consumers’ emotional responses to brands is promising but under…

Brand cultural symbolism, brand authenticity, and consumer well-being: the moderating role of cultural involvement

Yufan Jian, Zhimin Zhou, Nan Zhou

This paper aims to improve knowledge regarding the complicated relationship among brand cultural symbolism, consumer cultural involvement, brand authenticity and consumer…

Exploring conspicuous compassion as a brand management strategy

Michelle Childs, Seeun Kim

Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media…

The interplay between SME owner-managers and the brand-as-a-person

Edgar Centeno, Jesus Cambra-Fierro, Rosario Vazquez-Carrasco, Susan J. Hart, Keith Dinnie

The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its…