Journal of Product & Brand Management: Volume 26 Issue 4

Guest editorial

David Taylor, Iryna Pentina

When perceived ability to influence plays a role: brand co-creation in Web 2.0

Eric Kennedy, Francisco Guzmán

The purpose of this paper is to examine the effects of Millennials’ perceived ability to influence a brand and how this perception about the brand impacts the consumers’ desire to…

Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value

Michael SW Lee, Ian Soon

The purpose of this paper is to explore the phenomena of Apple iPhone jailbreaking, a novel scenario where a company actively oppresses and discourages the co-creation of value…

Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement

Michelle Renton, Hamish Simmonds

This paper aims to offer fresh insight into attitudes towards casually used brands and the role of tie strength in the building of online non-brand-related network relationships…

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

Tuğba Özbölük, Yunus Dursun

This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.

The moderating effect of personal features on the consequences of an enjoyable co-creation experience

Johann Füller, Volker Bilgram

This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation…

Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames

Devika Vashisht, Sreejesh S. Pillai

The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online…

Self-presentation, privacy and electronic word-of-mouth in social media

Oleksandra Pasternak, Cleopatra Veloutsou, Anna Morgan-Thomas

This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of…

Corrigendum