Journal of Product & Brand Management: Volume 32 Issue 6

Too thin to be cute: the influence of letter height-to-width ratio on consumer perception

Zhipeng Xie, Tao Wang, Jing Zhao, Huanyu Qin

This study aims to test the possible correlation between the letter height-to-width ratio and consumers’ perception of cuteness.

Brand anthropomorphism on Twitter: communication strategies and consumer engagement

Linwan Wu, Naa Amponsah Dodoo, Chang-Won Choi

Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory…

Signaling norm salience through perceived peer counterfeit consumption

Sameeullah Khan, Asif Iqbal Fazili, Irfan Bashir

This paper aims to theorize that millennials' counterfeit buying behavior is partly driven by perceived peer counterfeit consumption – the perception that counterfeit luxury…

Vertical line extension: a systematic review of research on upward and downward line extension

Anna-Karina Schmitz, Tim Oliver Brexendorf, Martin Fassnacht

Vertical line extension is an attractive growth strategy that allows brands to address heterogeneous consumer needs and react to competitive pressure. The purpose of this paper is…

Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters

Fayez Ahmad, Francisco Guzmán

Negative online consumer reviews represent different forms of injustice. The effect of different types of injustice experienced in a service encounter on a brand is unknown. This…

Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement

Timmy H. Tseng, Han-Yu Wang

Internet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by…

Employees’ online brand advocacy behaviors as a response to justice and emotion

Nilsah Cavdar Aksoy, Nihal Yazici, Ahmet Duzenci

This study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework.

Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19

Yuanyuan Cai, Mengmeng Wang, Haiyang Huang, Quanyu Jiang

The COVID-19 pandemic has dramatically disrupted everyday life, leading to a cascade of negative emotional responses such as death anxiety. Against this backdrop, the purpose of…

When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability

Bridget Satinover Nichols, Jon Frederick Kirchoff, Ilenia Confente, Hannah Stolze

The triple bottom line of sustainability performance is well known; however, little research links it to consumer brand perceptions and intentions. This is important because…

Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience

Jiyun Kang, Amy A. Faria, Judy Lee, Woo Jin Choi

Merely being known as a highly ethical or strong performer cannot shield a company from every kind of crisis. From product failures to environmental and social issues, a brand’s…

Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness

Faheem Gul Gilal, Naeem Gul Gilal, Luis F. Martinez, Rukhsana Gul Gilal

This paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment…

Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator

Hsuan-Hsuan Ku, Yingting Chen

Marketers often select unique color names for products to heighten shopper interest. The purpose of this study is to use self-referencing as the foundation for assessing how a…