Journal of Product & Brand Management: Volume 33 Issue 3

Online brand community engagement and brand evangelism: the role of age, gender and membership number

Min Prasad Bhandari, Charan Bhattarai, Gary Mulholland

This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.

Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory

Anni Rahimah, Ben-Roy Do, Angelina Nhat Hanh Le, Julian Ming Sung Cheng

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and…

Joy and excitement in the purchase process: the role of materialism and brand engagement

Wiktor Razmus, Magdalena Razmus, Sonja Grabner-Kräuter

This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a…

Impression management through social media: impact on the market performance of musicians’ human brands

Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin Dubois

Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt…

Unique consumption: the impact of busy mindset on preference for angular versus circular shapes

Zhaoyang Sun, Haiyang Zhou, Tianchen Yang, Kun Wang, Yubo Hou

The shape of a product plays a crucial role in shaping consumer behavior. Despite the voluminous research on factors influencing consumers’ shape preferences, there remains a…

Brand heritage on Twitter: a text-mining stereotype content perspective

Lydia Mähnert, Caroline Meyer, Ulrich R. Orth, Gregory M. Rose

The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on…

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Suhaib Ahmed Soomro, Serife Zihni Eyupoglu, Fayaz Ali

The paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how…

Exploring the impact of perceived social media agility on co-creation opportunities and brand attachment: the moderating role of technology reflectiveness

Emma Welch, David Gligor, Sıddık Bozkurt

This paper aims to address how perceived social media agility can promulgate co-creation processes, such as co-production and value-in-use, and how it impacts brand-related…