Journal of Product & Brand Management
Issue(s) available: 216 – From Volume: 1 Issue: 1, to Volume: 33 Issue: 6
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Power versus morality: uncovering the underlying mechanisms of consumer response to perceived visual sustainability in package design
Kristina Nickel, Rebekka A. BöhmVisual sustainability has gained significant relevance for both firms and consumers. While the importance of perceived sustainability in package design is well researched, there…
Heritage yet contemporary: an aesthetic cultural precept explaining diasporic consumer aesthetic appreciation for package design
Mark Buschgens, Bernardo Figueiredo, Janneke BlijlevensThis paper aims to examine how visual elements used in packaging design relate to diasporic consumer identity and influence aesthetic appreciation.
Brand innovativeness and brand equity: the mediating role of brand attitude and the moderating role of perceived brand ethicality
Mengxi Yang, Mengyang WangThis study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s…
Understanding national brand customer erosion: exploring socio-demographic and weight of purchase factors
José Miguel Holgado-Herrero, F. Javier Rondan-Cataluña, Carmen Barroso-Castro, José Luís Galán-GonzálezThe purpose of this study is to explore brand customer erosion at both the category and brand levels while considering consumer socio-demographic characteristics and weight of…
Customer engagement, moral identity and oppositional brand loyalty in virtual communities
Guo Cheng, Xiaoyun Han, Weiping Yu, Mingli HeOppositional brand loyalty poses a challenge to the management of virtual communities. This study aims to categorize these loyalty behaviors into positive (willingness to pay a…
The brand-building process of B2B high-tech startups in an omni-digital environment
Mirko Olivieri, Lala HuThrough the theoretical lens of social practice theory, the aim of this research is to investigate how business-to-business (B2B) high-tech startups build their brands in an…
How nostalgia in advertising increases brand love: a cross-country study
Silvia Grappi, Veronique Pauwels, Giuseppe Pedeliento, Lia ZarantonelloThis paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is…
Stormy sales: the influence of weather expectations on FMCG consumption
Cony M. Ho, Kuan-Chou Ko, Steven Liu, Chun-Chieh WuThis study aims to understand the impact of extreme weather events on fast-moving consumer goods (FMCG) consumption and to examine the role of anticipated product scarcity and…
Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations
Zhuomin Shi, Xiangyun Zhang, Chunji Jin, Qianying HuangGiven that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by…
How do dual sustainable-labeling strategies enhance products’ perceived value?
Gauthier Casteran, Thomas RuspilThis paper aims to understand how dual sustainable-labeling strategies influence perceived value dimensions (i.e. quality, emotional, social and price) across vice vs virtue…
Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions
Kian Yeik Koay, Weng Marc LimGrounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse…
Realistic or not? The impact of packaging images on the acceptance of insect-based food products
Valérie Hémar-Nicolas, Fanny Thomas, Céline Gallen, Gaëlle Pantin-SohierThis paper aims to examine the image realism effect, studying how changing the front-of-package visual affects the acceptance of an insect-based food by consumers. By comparing…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou