Journal of Product & Brand Management: Volume 32 Issue 7

Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach

Sheetal Jain, Rubal Rathi

Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental…

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Márcia Maurer Herter, Saleh Shuqair, Diego Costa Pinto, Anna S. Mattila, Paola Zandonai Pontin

This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues.

Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty

Junyun Liao, Rui Guo, Jiawen Chen, Peng Du

Oppositional brand loyalty (OBL) has become widespread and has thus received growing scholarly attention in recent years. Although opposition behaviors have distinct…

Do university trademarks matter? Interaction between university-related apparel style and licensing status

Xiao Huang, Wi-Suk Kwon

Based on cue utilization theory, this study aims to examine effects of the style (fashion vs basic) and licensing status (licensed vs nonlicensed) of university-related apparel…

Brand authenticity building effect of brand experience and downstream effects

Feisal Murshed, Abhishek Dwivedi, Tahmid Nayeem

This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also…

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Shiyun Tian, Su Yeon Cho, Xiaofeng Jia, Ruoyu Sun, Wanhsiu Sunny Tsai

This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape…

Strategic horizon of market success: comparing alternative “strategic landscapes” of the new product development process

Ardalan Sameti

The success rate of new products is stubbornly low. This paper aims to explore the differences in how product designers and product managers approach the new product development…

Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention

Jiayi Hou, Boya Han, Long Chen, Ke Zhang

This paper aims to test the effects of social presence (SP) and other related factors, including trust, self-construal and brand familiarity, in affecting consumers’ purchase…

Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands

Martin Hernani-Merino, Christian Fernando Libaque-Saenz, Jorge Dávalos

This study aims to propose and empirically validate a framework of antecedents and consequences of customer inspiration.

To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

Alexandra Kirkby, Carsten Baumgarth, Jörg Henseler

This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial…

A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism

Sang Bong Lee, Shih-Hao Liu, Carl P. Maertz, Nitish Singh, James Fisher

This study aims to identify different antecedents and reveal divergent moderating effects of horizontal collectivism, thereby unlocking the asymmetric mechanisms for employees’…

The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio

Noora Arantola, Mari Juntunen

This study aims to increase the understanding of the emergence of a values-based (VB) premium private label (PL) brand reputation within a multiple-tier PL brand portfolio in…