J Prod Brand Man
Introduction
Journal of Product & Brand Management, 29(7)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity
—Diego Alvarado-Karste, Francisco Guzmán []
The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality
—Joseph W. Chang []
A picture is worth a thousand words! How visual storytelling transforms the aesthetic experience of novel designs
—Christin Seifert, Veena Chattaraman []
Product design matters, but is it enough? Consumers’ responses to product design and environment congruence
—Ehsan Naderi, Iman Naderi, Bimal Balakrishnan []
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Technology adoption news and corporate reputation: sentiment analysis about the introduction of Bitcoin
Federico Caviggioli, Lucio Lamberti, Paolo Landoni, Paolo Meola
Think versus feel: two dimensions of brand anthropomorphism
—Rong Huang, Xinyue Zhou, Weiling Ye, Siyuan Guo []
Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context
—Ankur Srivastava, Dipanjan Kumar Dey, Balaji M.S. []
A competitive resource: consumer-perceived new-product creativity
—Bing Xu []
The role of customer engagement in travel services
—Prateeksha Parihar, Jagrook Dawra []
Internal audience strikes back from the outside: emotionally exhausted employees’ negative word-of-mouth as the active brand-oriented deviance
—Sang Bong Lee, Taewon Suh []
Impact of social media activity outcomes on brand equity
—Jeen-Su Lim, Phuoc Pham, John H. Heinrichs []