J Prod Brand Man
Introduction
Journal of Product & Brand Management, 33(8)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Diversity, equity, inclusion, and brand outcomes: a case of higher education
—Thuy D. Nguyen, Majed Yaghi, Gopala Ganesh, Charles Blankson, Audhesh K. Paswan, Robert Pavur []
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature
—Lin Ma, Xuemei Bian, Zening Song []
Understanding copycat packaging: a systematic review and research directions
—Ezgi Oguz, Jamie Marsden []
Brand activism in a polarizing world: the roles of cause controversy and consumption goal
—Lin Zhao, Annie Cui, Shuili Du []
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach
—Jayesh D. Patel, Rohit Trivedi, Svablum Malhotra, Khyati Jagani []
The influence of celebrity endorsement on the purchase behavior of brands and product categories
—Cristina Calvo-Porral, Jean-Pierre Lévy-Mangin []
The dark side revealed: insights and implications from online brand communities
—Abhishek Behl, Chitrakshi Bhutani, Nirma Sadamali Jayawardena, M.S. Balaji []
A comprehensive framework of visual elements in brand logos: content analysis of top 500 global brands
—Shruti Trehan, Arti D. Kalro []
Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding
—Jonas Steffl, Stéphane Ganassali, Jutta Emes []
Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation
—Seyedeh Fatemeh Ghasempour Ganji, Ali Kazemi []