Journal of Product & Brand Management: Volume 29 Issue 7

Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context

Ankur Srivastava, Dipanjan Kumar Dey, Balaji M.S.

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further…

Internal audience strikes back from the outside: emotionally exhausted employees’ negative word-of-mouth as the active brand-oriented deviance

Sang Bong Lee, Taewon Suh

Reflecting on the importance of negative word-of-mouth (NWOM) executed by internal audience of brand management, this study aims to explore the mechanism of employees’ NWOM in the…

Technology adoption news and corporate reputation: sentiment analysis about the introduction of Bitcoin

Federico Caviggioli, Lucio Lamberti, Paolo Landoni, Paolo Meola

Evidence from previous literature indicates that adopting a new innovative technology has a positive impact on a company’s business performance. Much less work has been carried…

The role of customer engagement in travel services

Prateeksha Parihar, Jagrook Dawra

The purpose of this study is to understand the role of customer engagement (CE) in transforming a committed customer into a loyal customer in an online service context. The study…

A picture is worth a thousand words! How visual storytelling transforms the aesthetic experience of novel designs

Christin Seifert, Veena Chattaraman

This study aims to provide a holistic understanding of how visual storytelling influences the objective and subjective cognitive responses of consumers, namely objective aesthetic…

Impact of social media activity outcomes on brand equity

Jeen-Su Lim, Phuoc Pham, John H. Heinrichs

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments…

Product design matters, but is it enough? Consumers’ responses to product design and environment congruence

Ehsan Naderi, Iman Naderi, Bimal Balakrishnan

This study aims to investigate the combined effects of product design and environment congruence on consumers’ aesthetic, affective and behavioral responses.

Think versus feel: two dimensions of brand anthropomorphism

Rong Huang, Xinyue Zhou, Weiling Ye, Siyuan Guo

This paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel.

The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity

Diego Alvarado-Karste, Francisco Guzmán

Brand identities have a dual nature that appeals to the head (rational appeal) and to the heart (emotional appeal) of their consumers. Furthermore, consumers can process…

The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality

Joseph W. Chang

This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions.

A competitive resource: consumer-perceived new-product creativity

Bing Xu

This paper aims to examine the influences of consumer-perceived new-product creativity (NPC) on consumers’ purchase intentions (PIs), along with the mediating effects of NPC…