Editorial

Citation

Veloutsou, C. and Guzman, F. (2015), "Editorial", Journal of Product & Brand Management, Vol. 24 No. 6. https://doi.org/10.1108/JPBM-07-2015-0937

Editorial

Article Type: Editorial From: Journal of Product & Brand Management, Volume 24, Issue 6

The current issue of the Journal of Product and Brand Management (Vol. 24, No. 6) has in total eight contributions, all in the area of Product and Brand Management. The 19 authors who have authored the papers in this issue are based in universities from eight different countries.

In an attempt to examine financial-based and consumer-based brand equity in one study and find the links between these two constructs, Charlene Dadzie, Thuy Nguyen, Arezoo Davari and Francisco Guzmán collected data from 351 respondents in the USA. Focusing on 15 products and 5 product categories, they use four different consumer brand equity measurements and Interbrand’s annual top 100 brand values as a measure of financial-based brand equity. Their analysis shows that consumer-based brand equity scales and related brand dimensions, sustainability and brand experience, partially explain financial-based brand equity and that the product category contributes significantly in explaining financial-based brand equity.

David Schmid, Frank Huber and Frederik Meyer examine the role of inner and social self in the development of brand love for hedonic and utilitarian value. Their findings suggest that inner self has a stronger effect on brand love, that both hedonic and utilitarian value affect brand love, and that utilitarian value grows over time. The data for this project were collected through an online questionnaire from 175 participants in Germany. An earlier version of this paper was presented at the 2014 Academy of Marketing Science Conference in Indianapolis in May 2014.

Using an experimental design, Mariola Palazón, María Sicilia and Manuela López assess the influence of Facebook friends on the intention to join brand pages. The results of two studies suggest that individuals with experience in Facebook are less willing to join brand pages. Moreover, strong ties exert more influence than weak ties when the brand page is actively recommended by Facebook friends, which could also be people who are known in the outside world.

Wenling Wang and Daniel Korschun use two experiments to examine how social responsibility reverberates throughout a full brand portfolio. They analyze utilitarian products (frozen yogurt, ice cream and soft drink) and value-expressive products (running shoes, T-shirt and watch). Their model, based on associative network theory, also examines the moderating impact of corporate branding strategy and product category fit. Their findings support the proposed spillover effect amongst the brands in the brand portfolio.

Per Åsberg investigates brand portfolios from the side of marketing professionals. The analysis of the data collected from nine in-depth interviews with managers working in two multinational companies reveals that there are differences in the individual perceived brand portfolio between marketing professionals working for the organization.

Véronique Collange and Adrien Bonache investigate how and why consumers resist or accept product rebranding. They use qualitative data collected from 45 consumers and quantitative data collected from 480 consumers. Their results show that surprise impacts the attitude for product rebranding through a three-way process (automatic, higher order cognitive and higher order affective) and that trust for the firm that is rebranding diminishes the negative effects of anger, fear and sadness that are the expected outcomes of product rebranding.

Using an event study methodology, Saravana Jaikumar and Arvind Sahay evaluate the economic value of celebrity endorsement under different branding strategies. The analysis of the data collected in India reveals that celebrity endorsement results in a positive economic value to firms, especially when there is higher congruence between the endorser and the brand.

Rita Coelho do Vale and Pedro Verga Matos examine a common phenomenon, copycat packaging strategies of private labels. More specifically, their study focuses on consumers’ product choices and the adoption of own label brands that use similar packaging to the manufacturer brands. Data from a field study and two experimental studies reveal that the higher the similarity of the own label’s package to the manufacturer brand, the more likely it is to be perceived as not being an own label and, thus, being purchased and consumed.

We would like to thank the reviewers who were involved in the assessment of the papers in this issue and for providing guidance to the authors on how to improve their submissions. The people who reviewed papers in this issue are based in universities from eight different countries and are listed below in alphabetical order:

• Barbara Kleine-Kalmer, University of Bremen, Germany.

• Barbara Stoettinger, WU Vienna, Austria.

• Bikramjit Mann, Guru Nanak Dev University, India.

• Daniela Spanjaard, Unviersity of Western Sydney, Australia.

• Dennis Pitta, University of Baltimore, USA.

• Gerard Athaide, Loyola University Maryland, USA.

• Jenni Romaniuk, University of South Australia, Australia.

• Joana Machado, Catholic University of Portugal, Portugal.

• Kate Pounders, University of Texas at Austin, USA.

• Lief Hem, NHH, Norway.

• Luke Kachersky, Fordham University Schools of Business, USA.

• Mike Breazeale, Mississippi State, USA.

• Murray Millson, California State University, USA.

• Vijay Ganesh Hariharan, Erasmus School of Economics, Netherlands.

• Yana Andonova, University of Massachusetts Amherst, USA.

• Yoon-Joo Lee, University of Southern Indiana, USA.

We hope that you find reading this issue enjoyable.

Cleopatra Veloutsou and Francisco Guzmán