J Prod Brand Man
Introduction
Journal of Product & Brand Management, 32(4)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities
—Nora J. Rifon, Mengtian Jiang, Shuang Wu []
Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers
—Kian Yeik Koay, Chee Wei Cheah, Hui Shan Lom []
Do you consider buying a counterfeit? New evidence from the theory of planned behaviour and cognitive dissonance theory
—Sally Raouf Ragheb Garas, Amira Fouad Ahmed Mahran, Hassan Mohamed Hussein Mohamed []
Feeling psychologically close: examining the determinants of branded app engagement
—Sara H. Hsieh, Timmy H. Tseng, Crystal T. Lee []
Market selection and product positioning decisions’ implications for short- and long-term performance: evidence from the US music industry
—Jake David Hoskins, Abbie Griffin []
Configurating product placement prominence on brand memory: what counts and what does not?
—Sigen Song, Fanny Fong Yee Chan, Yongfa Li, Cheng Lu Wang []
The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms
—Anni Rahimah, Huu Phuc Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng, Andriani Kusumawati []
The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning
—Bangwool Han []
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique
—Clarissa Theadora, Maria Veronica Amelia, Garry Wei-Han Tan, Pei-San Lo, Keng-Boon Ooi, Yogesh Kumar Dwivedi []
A moderated mediation model of situational context and brand image for online purchases using eWOM
—Le Nguyen Hoang, Le Thanh Tung []