J Prod Brand Man
Introduction
Journal of Product & Brand Management, 32(3)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Positioning products through names: effect of sound symbolism on perception of products with blended brand names
—Sunny Vijay Arora, Arti D. Kalro, Dinesh Sharma []
Do products branded with handwritten scripts suffer more amid product-harm crises?
—Rubing Bai, Baolong Ma, Zhichen Hu, Hong Wang []
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism
—Shuang Yang, Jiarong Tang, Jian Cai, Gongxing Guo []
Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation
—Wondwesen Tafesse, Bronwyn P. Wood []
Brand equity and stock performance in time of crisis: evidence from the COVID-19 pandemic
—Maryam Farhang, Omid Kamran-Disfani, Arash H. Zadeh []
Pro-environmental messages have more effect when they come from less familiar brands
—Vera Herédia-Colaço []
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation
—Hsuan-Hsuan Ku, Pei-Ting Chen []
Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding
—Sang Bong Lee, Taewon Suh []
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles
—Aidin Namin, Seth Ketron []
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity
—Andreas Strebinger, Thomas Otter []