Journal of Product & Brand Management: Volume 31 Issue 6

In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

María Lucila Osorio, Edgar Centeno, Jesús Cambra-Fierro, Ernesto del Castillo

Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a…

Does the developed-country brand name still matter? Consumers’ purchase intentions and ethnocentrism and materialism as moderators

Marzanna Katarzyna Witek-Hajduk, Anna Grudecka

This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with revealing the…

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

Fayrene Chieng, Piyush Sharma, Russel PJ Kingshott, Rajat Roy

This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to…

Influencing and being influenced: effects of individual influence and susceptibility on new product adoption

Honghong Zhang, Xiushuang Gong

This study aims to examine the effect of opinion leadership on individuals’ susceptibility to social influence, which eventually affects their adoption behavior and assess how…

The missing link in the evolution of product design: a strategy roadmap towards product development success

Ardalan Sameti

The literature on product design/development (PD) has attempted to understand the consumer but has not provided a comprehensive framework for product marketers and designers…

Using brands to reconnect with our shared past: brand nostalgia in romantic relationships

Anna Vredeveld, Selcan Kara

The purpose of this study is to examine the behavioral and emotional outcomes of nostalgic brand meanings derived from brand use that occurs in the early stages of a romantic…

Are product design researchers and practitioners on the same page? The way professional product designers view creative design

Ardalan Sameti, Scott Koslow, Arash Mashhady

This paper aims to explore professional product designers’ views on creative design and to compare their viewpoints with the related academic literature on product marketing.

When is sustainability an asset? The interaction effects between the green attributes and product category

Siyu Gong, Li Wang, Peter Peverelli, Danni Suo

Products that espouse environmental ethical principles have received increasing attention in recent years. However, one key barrier against sustainable consumption is that green…

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

Sajani Thapa, Francisco Guzmán, Audhesh K. Paswan

The purpose of this paper is to investigate how consumers’ luxury purchase behavior has been affected by COVID-19. A theoretical framework is proposed to determine how isolation…