J Prod Brand Man
Introduction
Journal of Product & Brand Management, 35(4)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Brand hate: unraveling antecedents, moderators, and consequences through meta-analysis
—Wagner Junior Ladeira; Weng Marc Lim; Cláudio Hoffmann Sampaio; Fernando de Oliveira Santini ; Tareq Rasul … []
Make your fans mine: the effects of value co-creation with idols on brand advocacy
—Rui-Xiao Li ; Pei-San Lo; Eugene Cheng-Xi Aw; Yet-Mee Lim; Garry Wei-Han Tan []
Assessing hatred and anti-brand activism within online brand communities: the roles of ideological imbalance and online brand avoidance
—Mohammad Osman Gani; Hiran Roy ; Kifayat Nahiyan Rafi; Nik Mohd Hazrul Nik Hashim []
When doing good helps doing better: moral licensing of blatant transgressions with ambiguous brand responsibility through CSR
—Pascal Bruno; Martin Ohlwein []
Purpose-driven brand identity: unveiling the link between brand purpose and brand identity
—Enya Henning; Manfred Kirchgeorg []
The effect of brand anthropomorphism on consumers’ eudaimonic well-being in collaborative consumption services
—Saubhagya Bhalla; Farrah Zeba []
How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments
—Yunus Kalender; Francisco Guzmán []
Navigating the luxury-philanthropy paradox: the role of cause categorization in shaping consumer evaluations of luxury brands
—Kai Wang; Chuan He; Lei Wang; Haowen Xiao []
How vintage typography shapes brand status: experimental evidence from traditional Chinese characters
—Qiang Xu; Yan Xiong; Yuxiang Shao []
Enhancing cross-border shopping through AI chatbots: an antecedents–engagement–consequences perspective of brand-consumer interactions
—Shaofeng Wang; Hao Zhang []
Design and realism in virtual influencers as brand endorsers: how anthropomorphism and social identity cues shape consumer responses
—Vaibhav Shwetangbhai Diwanji; Jeff Conlin ; K. Macy Burkett; Michaella Barros Coelho []
The lightning rod effect: salvation and damnation in polarised brands
—Antonio Pedro Cruz Costa Alves; Vivian Iara Strehlau []