Journal of Product & Brand Management: Volume 29 Issue 1

Consumer relationship with pro-environmental apparel brands: effect of knowledge, skepticism and brand familiarity

Lauren Copeland, Gargi Bhaduri

The apparel industry is often scrutinized for its lack of environmental stewardship, and thus pro-environmental initiatives have been of significant consideration among apparel…

The invisible identity in a visible world: how religiosity mediates consumer culture and the marketplace

Thuy D. Nguyen, Shih Yung Chou, Charles Blankson, Phillip Wilson

This paper aims to offer a systematic view of religious consumption and its iterative influences on consumers, as well as their differences in attitudes, values and behaviors.

Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages

Li-Chun Hsu

This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective. An…

What determines residents’ commitment to a post-communist city? A moderated mediation analysis

Laurent Tournois, Chiara Rollero

This study aims to investigate how residents’ perceptions of the image of their place of living influence their level of commitment toward it. The mediating role of human place…

The bright side and dark side of group heterogeneity within online brand community

Junyun Liao, Defeng Yang, Haiying Wei, Yulang Guo

Despite the increasingly common view that online brand community (OBC) members are heterogeneous, knowledge concerning the impact of group heterogeneity on community and brand…

Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products

Khaled Aboulnasr, Gina A. Tran

The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation.

The effects of logo frame design on brand extensions

Yu-Shan Athena Chen, Lien-Ti Bei

The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames.

Consumer response to negative celebrity publicity: the effects of moral reasoning strategies and fan identification

Sai Wang, Ki Joon Kim

In the context of celebrity endorsement, this study aims to demonstrate that the ways in which consumers adopt moral reasoning strategies (i.e. rationalization, decoupling and…

The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty

Natalia Rubio, Nieves Villaseñor, María Yagüe

The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as…