J Prod Brand Man
Introduction
Journal of Product & Brand Management, 34(5)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Stupid is as stupid does? The influence of anthropomorphic stupidity on consumers’ product purchase intention
—Zhipeng Xie, Jingyuan Wang, Huanyu Qin, Jing Zhao []
Love me, love my endorsed brand: unveiling the impact of Generation Z fan’s celebrity worship on online brand advocacy
—Lokweetpun Suprawan, Wanny Oentoro, Sarinya L. Suttharattanagul []
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity
—Jiangle Zhang, Liqin Yu, Zhimin Zhou []
A shortcut for new brands: additive-free label promotes consumers’ acceptance of new products
—Zefei Chen, Chunchun Chen, Yuxin Zhao, Chengchen Zhang, Jianping Huang []
The impact of smart home products’ marketing messages on dual-earner parents’ willingness to pay
—Sooa Hwang, Nayoung Yoon, Jaewoo Joo []
The effects of brand heritage and brand innovation on extended product purchase intentions for corporate heritage brands: a ying–yang perspective
—Wei Xu, Changgui Gao, Xiaoqi Zhang, Li Wang []
The customer’s perceived value-in-use of voice-assisted smart products and its impact on continuance intention: a trade-off between benefits and costs
—Pascal Kowalczuk, Nick Hof []
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence
—Fatma Özge Baruönü []
Joint brand advertising effectiveness: bibliometric analysis and systematic literature review
—Sara Tavassoli, KÃ¥re Sandvik, Chunyan Xie []
The influence of branded business gifts on consumer reciprocity and purchase intention
—Brittney Stephenson []
The impact of AI influencer endorsements on consumers’ purchase intentions: the serial mediating roles of mind perception and brand trustworthiness
—Yu Zhang, Ai-Zhong He []