Journal of Product & Brand Management: Volume 32 Issue 2

Social media influencer (SMI) as a human brand – a need fulfillment perspective

Aaminah Zaman Malik, Sajani Thapa, Audhesh K. Paswan

Social media influencers (SMIs) are becoming a powerful force within the marketing and branding landscape, with several leading brands opting to use SMI endorsements for their…

Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward

Denise Linda Parris, Francisco Guzmán

This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the…

Art infusion phenomenon: a systematic literature review

Mansi Gupta, Rakesh Mohan Joshi

This study aims to provide a structured and comprehensive synthesis of studies of the art infusion phenomenon, which describes the influence of art on consumers’ perception and…

Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals

Elena Delgado-Ballester, Inés López-López, Alicia Bernal

This study aims to examine personal factors that drive the initiation of an online firestorm, an online collaborative attack against a brand that usually occurs when a brand fails…

Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset

Wojciech Trzebinski, Piotr Gaczek, Beata Marciniak

This paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and…

Fueling and cooling firestorms: how online community members enable and disable online negative e-WOM

Tyler Hancock, Michael Breazeale, Frank G. Adams, Haley Hardman

A firestorm is a vast wave of negative information about a brand that disseminates quickly online. Their relative unpredictability represents a particularly challenging problem…

Take heed of those you reject: a candidate’s view of employer reputation

Shuai Chen, Weiwen Wang, Juan Zhou, Shuyue Zhang, Anqi Ge, Juan Feng, Yun Zhou

This paper aims to propose a novel candidate view of research on employer reputation. The authors examine how candidates evaluate a company’s employer reputation after failing in…

# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information

Thilini Chathurika Gamage, Nicholas Jeremy Ashill

Despite the increasing popularity of influencer marketing, there exists a lack of understanding of how content created by social media influencers stimulates the pre-purchase…

Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

Asif Ali Safeer, Hancheng Liu

Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all…

Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

Amy Wong, Yu-Chen Hung

This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand…