J Prod Brand Man
Introduction
Journal of Product & Brand Management, 33(2)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude
—Chao Fan, Feng Jiang, Mingzhe Yu, Xiaobo Tao []
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity
—Taeyeon Kim, Hye Jin Yoon []
Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator
—Yue He, Zan Mo, Huijian Fu []
The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model
—Revanth Kumar Guttena, Cedric Hsi-Jui Wu, Ferry Tema Atmaja []
Mapping the sustainability branding field: emerging trends and future directions
—Jorge Nascimento, Sandra Maria Correia Loureiro []
Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services
—Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu []
Sustainable luxury brands: the moderating effects of salient identity-based goals
—Jiarui Li, Jiyun Kang []
Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types
—Fanjue Liu, Yu-Hao Lee []