J Prod Brand Man
Introduction
Journal of Product & Brand Management, 34(4)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Undoing greenwashing: the roles of greenwashing severity, consumer forgiveness, growth beliefs and apology sincerity
—Vina Paramitha, Ser Zian Tan, Weng Marc Lim []
Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective
—Gaki Wangmo, Rico Piehler, Chris Baumann []
Not a human, not for green? The effectiveness of virtual influencers endorsing green products
—Jianming Wang, Guotao Ye, Jingshu Yang []
Fostering brand love through branded memes on social media
—Minseong Kim, Tae Hyun Baek []
Conform to local: how local vs global brand positioning increases consumer conformity
—Yi Wu, Jiahui Wu, Yuanyuan Cai []
It feels special: how nonalignable attributes enhance product evaluation
—Xiaomin Liu, Qing Yao, Defeng Yang, Xia Jiang []
Unveiling the role of brand engagement in brand extension for masstige brands: functionality matters as much as fit
—Alper Özer, Mehmet Özer, Ä°rem Buran, Esra Genç []
Brand love and customer brand engagement for masstige: a cross-cultural perspective
—Shadma Shahid, Rehan Husain, Jamid Ul Islam, Linda D. Hollebeek []
Do brand allyship efforts in the black American community require financial investment?
—Roland L. Leak, Kimberly R. McNeil, George W. Stone, Ronda G. Henderson []
Brand coolness: development and validation of a short scale
—Richard P. Bagozzi, Rajeev Batra []
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal
—Junghyun Kim, Won-Moo Hur []
Retraction notice: Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption