Journal of Product & Brand Management: Volume 31 Issue 5

Sustainability through the lens of the professional adviser: the case for brand trust

Michael Stoica, Thomas M. Hickman

This investigation builds on two domains. First, professional service providers, such as dentists and veterinarians, represent an understudied link in the distribution channel…

Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands

Charles S. Areni

The purpose of this study is to show how non-random groupings of YouTube videos can be combined with automated text analysis (ATA) of user comments to conduct quasi-experiments on…

Exploring the chain of effects between local identity and expatriate consumers’ preference for local food brands

Dario Miocevic, Ruzica Brecic, Srdan Zdravkovic

Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural…

Birds of a feather: brand attachment through the lens of consumer political ideologies

Richard L. Flight, Kesha Coker

In today’s world of heightened sociopolitical issues, consumer political ideologies may determine the nature of consumer-brand relationships. Consumers seek out self-affirming…

User design as a double-edged sword: exploring perceived self-improvement and uncertainty in purchasing utilitarian products

Chunfeng Chen, Depeng Zhang, Kevin Lu, Catherine L. Wang

This paper aims to examine the effects of design sources (user design vs. company design) on customers’ perceived value (perceived self-improvement and perceived uncertainty) and…

Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex

Jitender Kumar

This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside…

The effect of corporate political advocacy on brand perception: an event study analysis

Jan Klostermann, Chris Hydock, Reinhold Decker

In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on…

Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation

Yaoqi Li, Chun Zhang, Lori Shelby, Tzung-Cheng Huan

This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal…

Cultivating consumer subjective well-being through online brand communities: a multidimensional view of social capital

Zhimin Zhou, Rixiang Wang, Ge Zhan

This study aims to investigate the role of multidimensional social capital and consumer subjective well-being in online brand communities (OBCs). The aim was to provide practical…

Enhancing brand loyalty through online brand communities: the role of community benefits

Travis K. Huang, Yi-Ting Wang, Kuan-Yu Lin

This study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan.