J Product Brand Man
Introduction
Journal of Product & Brand Management, 32(6)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Too thin to be cute: the influence of letter height-to-width ratio on consumer perception
—Zhipeng Xie, Tao Wang, Jing Zhao, Huanyu Qin []
Brand anthropomorphism on Twitter: communication strategies and consumer engagement
—Linwan Wu, Naa Amponsah Dodoo, Chang-Won Choi []
Signaling norm salience through perceived peer counterfeit consumption
—Sameeullah Khan, Asif Iqbal Fazili, Irfan Bashir []
Vertical line extension: a systematic review of research on upward and downward line extension
—Anna-Karina Schmitz, Tim Oliver Brexendorf, Martin Fassnacht []
Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters
—Fayez Ahmad, Francisco Guzmán []
Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement
—Timmy H. Tseng, Han-Yu Wang []
Employees’ online brand advocacy behaviors as a response to justice and emotion
—Nilsah Cavdar Aksoy, Nihal Yazici, Ahmet Duzenci []
Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19
—Yuanyuan Cai, Mengmeng Wang, Haiyang Huang, Quanyu Jiang []
When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability
—Bridget Satinover Nichols, Jon Frederick Kirchoff, Ilenia Confente, Hannah Stolze []
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience
—Jiyun Kang, Amy A. Faria, Judy Lee, Woo Jin Choi []
Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness
—Faheem Gul Gilal, Naeem Gul Gilal, Luis F. Martinez, Rukhsana Gul Gilal []
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator
—Hsuan-Hsuan Ku, Yingting Chen []