TOC: J Prod Brand Man
Introduction
Journal of Product & Brand Management, 26(2)
Building a comprehensive model to investigate factors behind switching intention of high-technology products
Cristelle Msaed, Sam O. Al-Kwifi, and Zafar U. Ahmed
Customer–brand engagement and Facebook fan-page “Like”-intention
Tilo Halaszovich and Jacques Nel
Co-branding strategy in cause-related advertising: the fit between brand and cause
Rubén Huertas-García, Jorge Lengler, and Carolina Consolación-Segura
Consumer reactions to paid versus unpaid brand name placement in song lyrics
Yves Van Vaerenbergh
Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand
Sanjay Mishra, Surendra N. Singh, Xiang Fang, and Bingqing Yin
To (or not to) label products as artisanal: effect of fashion involvement on customer perceived value
Gargi Bhaduri and Nancy Stanforth
Multiple commitments and behaviors: a mixed concept approach
Daniel Hoppe
Consumer response to private label brands’ negative publicity: a relational effect on retailer’s store image
Hanna Gendel-Guterman and Shalom Levy
Editorial
Francisco Guzmán and Cleopatra Veloutsou