Journal of Product & Brand Management: Volume 33 Issue 1

I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures

Wolfgang J. Weitzl, Clemens Hutzinger, Udo Wagner

The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant…

Innocence versus Coolness: the influence of brand personality on consumers’ preferences

Wenting Feng, Yuanping Xu, Lijia Wang

Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand…

How consumers define brand relationships: a prototype analysis

Paul Schreuder, Marcel Zeelenberg, Tila M. Pronk

Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the…

Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps

Salma Habachi, Jorge Matute, Ramon Palau-Saumell

This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that…

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

Paula Rodríguez-Torrico, Rebeca San José Cabezudo, Sonia San-Martín

In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships…

A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements

Fereshteh Zihagh, Masoud Moradi, Vishag Badrinarayanan

Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings.

Country-of-origin image and consumer brand evaluation: a meta-analytic review

Stephen Oduro, Alessandro De Nisco, Luca Petruzzellis

This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and…

Why can’t you be all talk to get things done? Consumer acceptance of voice-assisted products

Yazhen Xiao, Huey Yii Tan

Voice assistant technology represents one of the most radical artificial intelligence innovations. Drawing on the processing fluency theory and consumer learning literature, this…

What drives business-to-business brands to be conscientious?

Francisco Guzmán, Fayez Ahmad, Ross W. Johnson

Business organizations are evermore expected to behave conscientiously, but a lack of clarity remains regarding this strategy for business-to-business (B2B) brands. This paper…

Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

Sann Ryu

This study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic…