Journal of Product & Brand Management: Volume 25 Issue 2

Subject:

Table of contents

Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable

Jean-Noël Kapferer, Pierre Valette-Florence

Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is…

13142

Brand constellations: reflections of the emotional self

Richard L. Flight, Kesha K. Coker

The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence…

1749

Country-of-origin versus brand: consumers’ dilemma when choosing between generic and branded drugs in emerging countries

Fatma Smaoui, Fatma Abdellah Kilani, Mourad Touzani

Taking an emerging country perspective, this paper aims to investigate consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country-of-origin…

1685

Exploring antecedents and consequences of young consumers’ perceived global brand equity

Phillip Frank, Kittichai (Tu) Watchravesringkan

With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent…

2954

Two paths to customer loyalty: the moderating effect of the differentiation level strategy in the performance-satisfaction-value-intentions relationship

Jorge Vera

This paper aims to show how consumers process information differently under two dissimilar types of brand strategies. By analysing data from dishwashing detergent consumers who…

2702

Neural imprints of national brands versus own-label brands

Jose Paulo Marques dos Santos, Marisa Martins, Hugo Alexandre Ferreira, Joana Ramalho, Daniela Seixas

This paper aims to explore brain-based differences in national and own-label brands perceptions. Because price is a differentiating characteristic, able to discriminate between…

1448

The lady doth protest too much: a neurophysiological perspective on brand tarnishment

Christo Boshoff

The purpose of this study is to investigate consumers’ subconscious/emotional responses to brand tarnishment.

The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products

Sam O. Al-Kwifi

The purpose of this paper is to investigate the factors that underpin consumer attitude toward switching a product brand, using functional magnetic resonance imaging (fMRI) to…

1999
Cover of Journal of Product & Brand Management

ISSN:

1061-0421

Online date, start – end:

1992

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editor:

  • Dr Cleopatra Veloutsou