Journal of Product & Brand ManagementTable of Contents for Journal of Product & Brand Management. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/1061-0421/vol/33/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestJournal of Product & Brand ManagementEmerald Publishing LimitedJournal of Product & Brand ManagementJournal of Product & Brand Managementhttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/2a314940316ef9ad03535f36051cdfb2/urn:emeraldgroup.com:asset:id:binary:jpbm.cover.jpghttps://www.emerald.com/insight/publication/issn/1061-0421/vol/33/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestTelling more or less? The impact of blank-leaving narrative style on story immersion and brand attitudehttps://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2023-4449/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestBrand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more). Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets. The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets. Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset. To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude
Chao Fan, Feng Jiang, Mingzhe Yu, Xiaobo Tao
Journal of Product & Brand Management, Vol. 33, No. 2, pp.181-191

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more).

Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.

The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.

Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.

To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.

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Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude10.1108/JPBM-04-2023-4449Journal of Product & Brand Management2023-12-21© 2023 Emerald Publishing LimitedChao FanFeng JiangMingzhe YuXiaobo TaoJournal of Product & Brand Management3322023-12-2110.1108/JPBM-04-2023-4449https://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2023-4449/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensityhttps://www.emerald.com/insight/content/doi/10.1108/JPBM-03-2023-4376/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestConsidering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products. An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined. The results demonstrated that individuals with lower trust propensity responded more positively to a microinfluencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the megainfluencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity. The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain. Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity
Taeyeon Kim, Hye Jin Yoon
Journal of Product & Brand Management, Vol. 33, No. 2, pp.192-206

Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products.

An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined.

The results demonstrated that individuals with lower trust propensity responded more positively to a microinfluencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the megainfluencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity.

The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain.

Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.

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The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity10.1108/JPBM-03-2023-4376Journal of Product & Brand Management2023-12-14© 2023 Emerald Publishing LimitedTaeyeon KimHye Jin YoonJournal of Product & Brand Management3322023-12-1410.1108/JPBM-03-2023-4376https://www.emerald.com/insight/content/doi/10.1108/JPBM-03-2023-4376/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderatorhttps://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2023-4445/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDownward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief. Four scenario-based experiments were conducted to probe the research questions. Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c). This study provides marketing practitioners with guidance on implementing the strategy of downward line extension. This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator
Yue He, Zan Mo, Huijian Fu
Journal of Product & Brand Management, Vol. 33, No. 2, pp.207-219

Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief.

Four scenario-based experiments were conducted to probe the research questions.

Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c).

This study provides marketing practitioners with guidance on implementing the strategy of downward line extension.

This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.

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Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator10.1108/JPBM-04-2023-4445Journal of Product & Brand Management2023-12-21© 2023 Emerald Publishing LimitedYue HeZan MoHuijian FuJournal of Product & Brand Management3322023-12-2110.1108/JPBM-04-2023-4445https://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2023-4445/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The influence of brand-related social media content on customer extra-role behavior: a moderated moderation modelhttps://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2022-3999/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior. Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context. The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors. The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily. This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model
Revanth Kumar Guttena, Cedric Hsi-Jui Wu, Ferry Tema Atmaja
Journal of Product & Brand Management, Vol. 33, No. 2, pp.220-233

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.

The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.

The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.

This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

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The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model10.1108/JPBM-05-2022-3999Journal of Product & Brand Management2023-12-19© 2023 Emerald Publishing LimitedRevanth Kumar GuttenaCedric Hsi-Jui WuFerry Tema AtmajaJournal of Product & Brand Management3322023-12-1910.1108/JPBM-05-2022-3999https://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2022-3999/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Mapping the sustainability branding field: emerging trends and future directionshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4349/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling. The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism. This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice. The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.Mapping the sustainability branding field: emerging trends and future directions
Jorge Nascimento, Sandra Maria Correia Loureiro
Journal of Product & Brand Management, Vol. 33, No. 2, pp.234-257

This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions.

The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling.

The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism.

This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice.

The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

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Mapping the sustainability branding field: emerging trends and future directions10.1108/JPBM-02-2023-4349Journal of Product & Brand Management2024-01-29© 2023 Emerald Publishing LimitedJorge NascimentoSandra Maria Correia LoureiroJournal of Product & Brand Management3322024-01-2910.1108/JPBM-02-2023-4349https://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4349/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and serviceshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2023-4476/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands? A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial least square structural equation modeling was used to analyze the data. Data analysis reveals that both dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While the identity mechanism of brand coolness effects is more prominent in product brands, the evaluative mechanism is more pronounced for service brands. This research provides practical guidance for brand managers to build strong customer relationships by leveraging their brand coolness and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities. This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented and other-oriented coolness, in accordance with a value-based conceptualization of the concept. For mass brand studies, this study recommends the exclusion of rebellious and subcultural attributes, as well as the utility of pre-determined brands as evaluated objects, in measuring brand coolness. This study also illuminates dual mediation mechanisms and moderation of the branded entity underlying brand coolness effects on consumer–brand relationships.Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services
Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu
Journal of Product & Brand Management, Vol. 33, No. 2, pp.258-272

This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands?

A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial least square structural equation modeling was used to analyze the data.

Data analysis reveals that both dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While the identity mechanism of brand coolness effects is more prominent in product brands, the evaluative mechanism is more pronounced for service brands.

This research provides practical guidance for brand managers to build strong customer relationships by leveraging their brand coolness and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities.

This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented and other-oriented coolness, in accordance with a value-based conceptualization of the concept. For mass brand studies, this study recommends the exclusion of rebellious and subcultural attributes, as well as the utility of pre-determined brands as evaluated objects, in measuring brand coolness. This study also illuminates dual mediation mechanisms and moderation of the branded entity underlying brand coolness effects on consumer–brand relationships.

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Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services10.1108/JPBM-05-2023-4476Journal of Product & Brand Management2024-02-15© 2024 Emerald Publishing LimitedKhai Trieu TranAnh Tran Tram TruongVan-Anh T. TruongTuan Trong LuuJournal of Product & Brand Management3322024-02-1510.1108/JPBM-05-2023-4476https://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2023-4476/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Sustainable luxury brands: the moderating effects of salient identity-based goalshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2023-4452/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestLuxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal values (symbolism/universalism), SVOs (pro-self/prosocial orientation) and behavioral intentions toward sustainable luxury brands. It further explores whether these relationships may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated). Study 1 (N = 419) used an online experiment in which participants were randomly assigned to either salient personal or social identity conditions to test the proposed model. Study 2 (N = 438) used a fictional brand to further validate the findings. Hypotheses were tested using covariance-based structural equation modeling (CB-SEM) and multi-group SEM. Results indicate that prosocial orientation significantly increases consumers’ behavioral intentions toward sustainable luxury brands. Interestingly, pro-self-orientation can also drive intentions to support sustainable luxury brands when consumers’ personal identity is salient. Salient social identity can further strengthen the relationship between prosocial orientation and sustainable luxury behavioral intentions. This study presents a novel, inclusive definition of sustainable luxury brands and adds theoretical rigor to the SVO framework by revealing the moderating role of salient identities, contributing to the body of knowledge in luxury brand research.Sustainable luxury brands: the moderating effects of salient identity-based goals
Jiarui Li, Jiyun Kang
Journal of Product & Brand Management, Vol. 33, No. 2, pp.273-286

Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal values (symbolism/universalism), SVOs (pro-self/prosocial orientation) and behavioral intentions toward sustainable luxury brands. It further explores whether these relationships may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated).

Study 1 (N = 419) used an online experiment in which participants were randomly assigned to either salient personal or social identity conditions to test the proposed model. Study 2 (N = 438) used a fictional brand to further validate the findings. Hypotheses were tested using covariance-based structural equation modeling (CB-SEM) and multi-group SEM.

Results indicate that prosocial orientation significantly increases consumers’ behavioral intentions toward sustainable luxury brands. Interestingly, pro-self-orientation can also drive intentions to support sustainable luxury brands when consumers’ personal identity is salient. Salient social identity can further strengthen the relationship between prosocial orientation and sustainable luxury behavioral intentions.

This study presents a novel, inclusive definition of sustainable luxury brands and adds theoretical rigor to the SVO framework by revealing the moderating role of salient identities, contributing to the body of knowledge in luxury brand research.

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Sustainable luxury brands: the moderating effects of salient identity-based goals10.1108/JPBM-04-2023-4452Journal of Product & Brand Management2024-02-05© 2024 Emerald Publishing LimitedJiarui LiJiyun KangJournal of Product & Brand Management3322024-02-0510.1108/JPBM-04-2023-4452https://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2023-4452/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product typeshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-03-2023-4418/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts. The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit. Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type. This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types
Fanjue Liu, Yu-Hao Lee
Journal of Product & Brand Management, Vol. 33, No. 2, pp.287-299

This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts.

The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit.

Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type.

This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.

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Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types10.1108/JPBM-03-2023-4418Journal of Product & Brand Management2024-02-07© 2024 Emerald Publishing LimitedFanjue LiuYu-Hao LeeJournal of Product & Brand Management3322024-02-0710.1108/JPBM-03-2023-4418https://www.emerald.com/insight/content/doi/10.1108/JPBM-03-2023-4418/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Consumer and brand value formation, value creation and co-creation in social media brand communitieshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-01-2023-4299/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestSocial media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community. The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes. The findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation. The pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.Consumer and brand value formation, value creation and co-creation in social media brand communities
Magdalena Marchowska-Raza, Jennifer Rowley
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community.

The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes.

The findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation.

The pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.

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Consumer and brand value formation, value creation and co-creation in social media brand communities10.1108/JPBM-01-2023-4299Journal of Product & Brand Management2024-03-08© 2024 Emerald Publishing LimitedMagdalena Marchowska-RazaJennifer RowleyJournal of Product & Brand Managementahead-of-printahead-of-print2024-03-0810.1108/JPBM-01-2023-4299https://www.emerald.com/insight/content/doi/10.1108/JPBM-01-2023-4299/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Consumer-brand heuristics in luxury hotel reviewshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-01-2023-4303/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in online consumer reviews. The research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first study, a qualitative conceptual mapping analysis was conducted, examining online consumer reviews to identify key concepts and their relationships in the context of luxury hotel brands. In the second study, the themes were further examined using a fuzzy-set qualitative comparative analysis to analyze their causal complexity and association between variables to determine how they influence the perceived helpfulness of online reviews for luxury hotel brands. The results underline the importance of functional, objective variables, such as the number of reviews and stars, as social proof heuristics and other factors, including clout, authenticity and analytic tone, as interpersonal communication heuristics. Therefore, consumers use a combination of social and interpersonal communication heuristics to extract information from reviews and manage deception risk. The paper contributes to the consumer–brand relationship literature by assessing the heuristics consumers use in evaluating online reviews and provides additional information for research in online reputation management. This study’s results can help marketing practitioners and brand managers manage their online reputations better. It can also aid managers in improving their messaging on hotel websites to entice consumers to complete bookings. Heuristics play an essential role in such messaging and understanding them can help marketers appeal directly to their target market. This study contributes to the literature on consumer–brand relationships by providing a framework of heuristics that consumers use when evaluating luxury service brands and contributes to WOM and online reputation research by highlighting factors that may make online reviews more helpful.Consumer-brand heuristics in luxury hotel reviews
Maria Petrescu, John Gironda, Kathleen Bay O'Leary
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in online consumer reviews.

The research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first study, a qualitative conceptual mapping analysis was conducted, examining online consumer reviews to identify key concepts and their relationships in the context of luxury hotel brands. In the second study, the themes were further examined using a fuzzy-set qualitative comparative analysis to analyze their causal complexity and association between variables to determine how they influence the perceived helpfulness of online reviews for luxury hotel brands.

The results underline the importance of functional, objective variables, such as the number of reviews and stars, as social proof heuristics and other factors, including clout, authenticity and analytic tone, as interpersonal communication heuristics. Therefore, consumers use a combination of social and interpersonal communication heuristics to extract information from reviews and manage deception risk.

The paper contributes to the consumer–brand relationship literature by assessing the heuristics consumers use in evaluating online reviews and provides additional information for research in online reputation management.

This study’s results can help marketing practitioners and brand managers manage their online reputations better. It can also aid managers in improving their messaging on hotel websites to entice consumers to complete bookings. Heuristics play an essential role in such messaging and understanding them can help marketers appeal directly to their target market.

This study contributes to the literature on consumer–brand relationships by providing a framework of heuristics that consumers use when evaluating luxury service brands and contributes to WOM and online reputation research by highlighting factors that may make online reviews more helpful.

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Consumer-brand heuristics in luxury hotel reviews10.1108/JPBM-01-2023-4303Journal of Product & Brand Management2024-02-06© 2024 Emerald Publishing LimitedMaria PetrescuJohn GirondaKathleen Bay O'LearyJournal of Product & Brand Managementahead-of-printahead-of-print2024-02-0610.1108/JPBM-01-2023-4303https://www.emerald.com/insight/content/doi/10.1108/JPBM-01-2023-4303/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisishttps://www.emerald.com/insight/content/doi/10.1108/JPBM-01-2023-4311/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content. This research introduces two empirical studies (combined sample = 490), using student and online participant samples. Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services). While the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects. This work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand. Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times. Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis
Tessa Garcia-Collart
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content.

This research introduces two empirical studies (combined sample = 490), using student and online participant samples.

Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services).

While the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects.

This work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand.

Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times.

Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.

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Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis10.1108/JPBM-01-2023-4311Journal of Product & Brand Management2023-10-23© 2023 Emerald Publishing LimitedTessa Garcia-CollartJournal of Product & Brand Managementahead-of-printahead-of-print2023-10-2310.1108/JPBM-01-2023-4311https://www.emerald.com/insight/content/doi/10.1108/JPBM-01-2023-4311/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The role of brand gratitude in consumer relationships with cool brandshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4343/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude. Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context. Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts. Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.The role of brand gratitude in consumer relationships with cool brands
Melanie Moore Koskie, Ryan E. Freling, William B. Locander, Traci H. Freling
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude.

Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context.

Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts.

Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.

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The role of brand gratitude in consumer relationships with cool brands10.1108/JPBM-02-2023-4343Journal of Product & Brand Management2023-10-30© 2023 Emerald Publishing LimitedMelanie Moore KoskieRyan E. FrelingWilliam B. LocanderTraci H. FrelingJournal of Product & Brand Managementahead-of-printahead-of-print2023-10-3010.1108/JPBM-02-2023-4343https://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4343/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Unique consumption: the impact of busy mindset on preference for angular versus circular shapeshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4366/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe 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 limited understanding of how the busy mindset, a mentality increasingly emphasized by marketing campaigns, works. This study aims to fill this gap by exploring the relationship between a busy mindset and the preference for angular-shaped versus circular-shaped products and brand logos. This research consists of seven experimental studies using various shape stimuli, distinct manipulations of busy mindset, different assessments of shape preference and samples drawn from multiple countries. The findings reveal that a busy mindset leads to a preference for angular shapes over circular ones by amplifying the need for uniqueness. In addition, these effects are attenuated when products are scarce. This research represents one of the pioneering efforts to study the role of a busy mindset on consumers’ aesthetic preferences. Beyond yielding insights for practitioners into visual marketing, this research contributes to the theories on the busy mindset and shape preference.Unique consumption: the impact of busy mindset on preference for angular versus circular shapes
Zhaoyang Sun, Haiyang Zhou, Tianchen Yang, Kun Wang, Yubo Hou
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

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 limited understanding of how the busy mindset, a mentality increasingly emphasized by marketing campaigns, works. This study aims to fill this gap by exploring the relationship between a busy mindset and the preference for angular-shaped versus circular-shaped products and brand logos.

This research consists of seven experimental studies using various shape stimuli, distinct manipulations of busy mindset, different assessments of shape preference and samples drawn from multiple countries.

The findings reveal that a busy mindset leads to a preference for angular shapes over circular ones by amplifying the need for uniqueness. In addition, these effects are attenuated when products are scarce.

This research represents one of the pioneering efforts to study the role of a busy mindset on consumers’ aesthetic preferences. Beyond yielding insights for practitioners into visual marketing, this research contributes to the theories on the busy mindset and shape preference.

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Unique consumption: the impact of busy mindset on preference for angular versus circular shapes10.1108/JPBM-02-2023-4366Journal of Product & Brand Management2024-02-22© 2024 Emerald Publishing LimitedZhaoyang SunHaiyang ZhouTianchen YangKun WangYubo HouJournal of Product & Brand Managementahead-of-printahead-of-print2024-02-2210.1108/JPBM-02-2023-4366https://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4366/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Online brand community engagement and brand evangelism: the role of age, gender and membership numberhttps://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4373/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number. To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model. The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts. OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.Online brand community engagement and brand evangelism: the role of age, gender and membership number
Min Prasad Bhandari, Charan Bhattarai, Gary Mulholland
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

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.

To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.

The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.

OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

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Online brand community engagement and brand evangelism: the role of age, gender and membership number10.1108/JPBM-02-2023-4373Journal of Product & Brand Management2024-03-19© 2024 Emerald Publishing LimitedMin Prasad BhandariCharan BhattaraiGary MulhollandJournal of Product & Brand Managementahead-of-printahead-of-print2024-03-1910.1108/JPBM-02-2023-4373https://www.emerald.com/insight/content/doi/10.1108/JPBM-02-2023-4373/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Joy and excitement in the purchase process: the role of materialism and brand engagementhttps://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2022-3937/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis 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 product at different stages of the purchase process. Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses. The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement. Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.Joy and excitement in the purchase process: the role of materialism and brand engagement
Wiktor Razmus, Magdalena Razmus, Sonja Grabner-Kräuter
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

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 product at different stages of the purchase process.

Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses.

The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement.

Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.

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Joy and excitement in the purchase process: the role of materialism and brand engagement10.1108/JPBM-04-2022-3937Journal of Product & Brand Management2024-02-09© 2024 Emerald Publishing LimitedWiktor RazmusMagdalena RazmusSonja Grabner-KräuterJournal of Product & Brand Managementahead-of-printahead-of-print2024-02-0910.1108/JPBM-04-2022-3937https://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2022-3937/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trusthttps://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2023-4493/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how customer mindsets relate to customer citizenship behavior. In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust. The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling was used to analyze the collected data. The results revealed that growth-mindset customers directly and significantly influence customer citizenship behavior. The impact of a fixed mindset on customer citizenship behavior is indirect through customer brand engagement. The moderating findings revealed that the effect of brand trust on the relationship between customer brand engagement and customer citizenship behavior is higher than that between the fixed mindset and customer brand engagement. The findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers. This study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior, contributing to existing knowledge by extending the cognitive-affective-behavioral model.Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust
Suhaib Ahmed Soomro, Serife Zihni Eyupoglu, Fayaz Ali
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

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 customer mindsets relate to customer citizenship behavior. In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust.

The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling was used to analyze the collected data.

The results revealed that growth-mindset customers directly and significantly influence customer citizenship behavior. The impact of a fixed mindset on customer citizenship behavior is indirect through customer brand engagement. The moderating findings revealed that the effect of brand trust on the relationship between customer brand engagement and customer citizenship behavior is higher than that between the fixed mindset and customer brand engagement.

The findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers.

This study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior, contributing to existing knowledge by extending the cognitive-affective-behavioral model.

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Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust10.1108/JPBM-05-2023-4493Journal of Product & Brand Management2024-03-26© 2024 Emerald Publishing LimitedSuhaib Ahmed SoomroSerife Zihni EyupogluFayaz AliJournal of Product & Brand Managementahead-of-printahead-of-print2024-03-2610.1108/JPBM-05-2023-4493https://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2023-4493/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Impression management through social media: impact on the market performance of musicians’ human brandshttps://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2023-4510/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestHuman 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 behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands. Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study. Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect. To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.Impression management through social media: impact on the market performance of musicians’ human brands
Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin Dubois
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

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 behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands.

Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study.

Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect.

To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.

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Impression management through social media: impact on the market performance of musicians’ human brands10.1108/JPBM-05-2023-4510Journal of Product & Brand Management2024-02-14© 2024 Emerald Publishing LimitedRafael Barreiros PortoCarla Peixoto BorgesPaulo Gasperin DuboisJournal of Product & Brand Managementahead-of-printahead-of-print2024-02-1410.1108/JPBM-05-2023-4510https://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2023-4510/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Brand heritage on Twitter: a text-mining stereotype content perspectivehttps://www.emerald.com/insight/content/doi/10.1108/JPBM-07-2023-4612/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe 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 social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model. The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis. The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage. Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media. To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.Brand heritage on Twitter: a text-mining stereotype content perspective
Lydia Mähnert, Caroline Meyer, Ulrich R. Orth, Gregory M. Rose
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

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 social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model.

The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis.

The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage.

Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media.

To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.

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Brand heritage on Twitter: a text-mining stereotype content perspective10.1108/JPBM-07-2023-4612Journal of Product & Brand Management2024-02-27© 2024 Emerald Publishing LimitedLydia MähnertCaroline MeyerUlrich R. OrthGregory M. RoseJournal of Product & Brand Managementahead-of-printahead-of-print2024-02-2710.1108/JPBM-07-2023-4612https://www.emerald.com/insight/content/doi/10.1108/JPBM-07-2023-4612/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response frameworkhttps://www.emerald.com/insight/content/doi/10.1108/JPBM-07-2023-4619/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestSocial media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands. By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis. The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands. This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands. This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework
Asif Ali Safeer
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

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Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework10.1108/JPBM-07-2023-4619Journal of Product & Brand Management2024-03-26© 2024 Emerald Publishing LimitedAsif Ali SafeerJournal of Product & Brand Managementahead-of-printahead-of-print2024-03-2610.1108/JPBM-07-2023-4619https://www.emerald.com/insight/content/doi/10.1108/JPBM-07-2023-4619/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theoryhttps://www.emerald.com/insight/content/doi/10.1108/JPBM-11-2022-4214/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework. Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis. With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection. By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.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
Journal of Product & Brand Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

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 the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.

Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.

With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.

By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.

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Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory10.1108/JPBM-11-2022-4214Journal of Product & Brand Management2024-03-20© 2024 Emerald Publishing LimitedAnni RahimahBen-Roy DoAngelina Nhat Hanh LeJulian Ming Sung ChengJournal of Product & Brand Managementahead-of-printahead-of-print2024-03-2010.1108/JPBM-11-2022-4214https://www.emerald.com/insight/content/doi/10.1108/JPBM-11-2022-4214/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited