J Product Brand Man
Introduction
Journal of Product & Brand Management, 30(4)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge
—Fayez Ahmad, Francisco Guzmán []
Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms
—Elena Delgado-Ballester []
How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales
—Jake David Hoskins, Abbie Griffin []
Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption
—Pradeep Kautish, Arpita Khare, Rajesh Sharma []
When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos
—Tyler Milfeld, Daniel J. Flint []
No matter what you do, I still love you: an examination of consumer reaction to brand transgressions
—Eric Kennedy, Francisco Guzmán []
Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking
—Laee Choi, Thomas Burnham []
The significance of a sponsored event on lesser-known brands in a competitive environment
—Yiran Su, Thilo Kunkel []