Journal of Product & Brand Management: Volume 30 Issue 7

Family business identity, consumer product evaluations and firm size

Anyuan Shen, Surinder Tikoo

This study aims to examine the relationship between family business identity disclosure by firms and consumer product evaluations and the moderating impact, if any, of firm size…

Will college students take a stand? Effects of health orientations on purchase decision factors for standing desks

Kendall Goodrich, Mark Benden, James Munch, Wakiuru Wamwara

This study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of standing…

The sharing economy: the influence of perceived corporate social responsibility on brand commitment

Mobin Fatma, Imran Khan, Zillur Rahman, Andrea Pérez

This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.

Facilitation of “strong” branded application outcomes – the self-concept perspective

Timmy H. Tseng

People spend more than 90% of their smartphone usage time on mobile applications (apps). Companies have capitalized on this opportunity to develop various types of branded apps…

Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi, Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement…

Does corporate social responsibility improve brands’ responsible and active personality dimensions? An experimental investigation

Liudmila Tarabashkina, Olga Tarabashkina, Pascale Quester, Geoffrey N. Soutar

While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the responsible and…

Green branding effects on consumer response: examining a brand stereotype-based mechanism

Siyu Gong, Guanghua Sheng, Peter Peverelli, Jialin Dai

This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on…

Drivers and consequences of customer participation into value co-creation: a field experiment

Mevludiye Guzel, Bülent Sezen, Umit Alniacik

This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with its before…

Heritage-based value of a corporate brand: antecedents and effects on the firm’s financial value

Wonsun Paek, Hyerin Ryu, Sunkyu Jun

The purpose of this study is to show that a corporate brand with a long history coupled with relevance to the present obtains heritage-based value in society and the second aim is…