Journal of Product & Brand Management: Volume 28 Issue 7

Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building

Chen Lou, Quan Xie, Yang Feng, Wonkyung Kim

This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and…

Protecting brands from product failure using extended warranties

Kiran Karande, Mahesh Gopinath

Product failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended warranties…

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

Nikita Sharda, Anil Bhat

There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of…

New product performance advantages for extending large, established fast moving consumer goods (FMCG) brands

Jake David Hoskins, Abbie Griffin

This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the…

Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

Clarinda Rodrigues, Paula Rodrigues

This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the…

Engaging consumers in mobile instant messaging: the role of cute branded emoticons

Crystal T. Lee, Sara H. Hsieh

With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the…

The immediate effect of corporate social responsibility on consumer-based brand equity

Fernanda Muniz, Francisco Guzmán, Audhesh K. Paswan, Heather J. Crawford

In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by…

Brand identification, cause-brand alliances and perceived cause controversy

Yasamin Vahdati, Kevin E. Voss

The purpose of this study is to examine the extent to which a cause-brand alliance (CBA) leads to improved attitude toward cause-brand alliance, which in turn leads to improved…

Examining the drivers of employee brand understanding: a longitudinal study

Enrique Murillo, Ceridwyn King

The purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various…