Journal of Product & Brand Management
Issue(s) available: 212 – From Volume: 1 Issue: 1, to Volume: 33 Issue: 2
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Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework
Asif Ali SafeerSocial 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…
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 ChengThis study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and…
Online brand community engagement and brand evangelism: the role of age, gender and membership number
Min Prasad Bhandari, Charan Bhattarai, Gary MulhollandThis study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.
Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust
Suhaib Ahmed Soomro, Serife Zihni Eyupoglu, Fayaz AliThe paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how…
Impression management through social media: impact on the market performance of musicians’ human brands
Rafael Barreiros Porto, Carla Peixoto Borges, Paulo Gasperin DuboisHuman 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…
Consumer and brand value formation, value creation and co-creation in social media brand communities
Magdalena Marchowska-Raza, Jennifer RowleySocial media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a…
Brand heritage on Twitter: a text-mining stereotype content perspective
Lydia Mähnert, Caroline Meyer, Ulrich R. Orth, Gregory M. RoseThe 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…
Joy and excitement in the purchase process: the role of materialism and brand engagement
Wiktor Razmus, Magdalena Razmus, Sonja Grabner-KräuterThis 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…
Unique consumption: the impact of busy mindset on preference for angular versus circular shapes
Zhaoyang Sun, Haiyang Zhou, Tianchen Yang, Kun Wang, Yubo HouThe 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…
Consumer-brand heuristics in luxury hotel reviews
Maria Petrescu, John Gironda, Kathleen Bay O'LearyThis 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…
The role of brand gratitude in consumer relationships with cool brands
Melanie Moore Koskie, Ryan E. Freling, William B. Locander, Traci H. FrelingThis 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…
Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis
Tessa Garcia-CollartIn 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…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou