Journal of Brand Management

2016 - 2026

Current editor(s): Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

From Palgrave Macmillan
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Volume 33, issue 2, 2026

Keeping it in the family: measures and drivers of portfolio brand cohesion pp. 105-118

Ella Ward, Virginia Beal, John Dawes, Giang Trinh and Jenni Romaniuk

The effect of self-congruity and perceived sustainable actions in luxury branding pp. 119-137

Karolina Ivanauskaitė, Anastasia Stathopoulou and Pierre Valette-Florence

Condemned to authenticity: corporate branding through an existentialist lens pp. 138-153

Nils Grimm, Yasin Sahhar, Christoph Moss and Jörg Henseler

Acknowledging brand shortcomings: the interplay between negative disclosures, brand transparency, brand credibility, and word-of-mouth pp. 154-176

Kate Sansome, Jodie Conduit and Dean Wilkie

What’s in a face? Exploring the democratisation of brand building through faceless marketing strategies pp. 177-199

Sridevi Gopakumar and Madhava Priya Dananjayan

‘Why Do It?’ Revoicing an iconic brand for an anxious generation pp. 200-204

Nicholas Ind, Andreas Aldogan Eklund and Miralem Helmefalk

Volume 33, issue 1, 2026

Assessing branding strength: comparing marketer judgement and consumer data for brand identity elements pp. 1-17

Ruby Brus, Nicole Hartnett, Margaret Faulkner and Carl Driesener

The influence of brand ambassador’s wrongdoing on consumers’ luxury brand desirability: the interplay of attachments, resilience, and empathy pp. 18-34

Kong Cheen Lau, Anwar Sadat Shimul and Ian Phau

The impact of brand orientation on firm performance: examining the role of innovation and branding dynamic capabilities pp. 35-53

Saeid Samiei, Ismail Jafarpanah and Mehdi Mohammadi

Impacts of design aesthetics, brand equity, and trust on electric vehicle purchase intention: an empirical study pp. 54-72

Yongchao Chen and Yanyan Hou

Line extensions in the food retail sector: How to operationalise the extension level of a brand? pp. 73-84

Nina Lehmann-Zschunke and Linda Siegmund-Schultze

Sticks and stones: how resistance to negative information helps strong brands thrive pp. 85-103

Melanie Wiese, Tania Maree and Charles R. Taylor

Volume 32, issue 6, 2025

Past, present and future of conscientious brands pp. 477-483

Oriol Iglesias, Nicholas Ind, Nathalia C. Tjandra, Alessandro Feri, Francisco Guzman and Zoe Lee

Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing pp. 484-509

Theres Rüger, Janek Mücksch and Florian U. Siems

How can conscientious brands best influence consumers’ sustainable behaviours? The role of sustainable brand equity in consumer responses to carbon offsetting messages pp. 510-527

Daisy Lee, Calvin Wan and Tiffany C. H. Leung

The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience pp. 528-544

Galina Biedenbach

Employee alignment with conscientious brand promises: exploring participatory mechanisms of brand promise co-creation pp. 545-561

Helena Liewendahl, Sonja Sarasvuo, Kristina Heinonen, Christian Grönroos and Teresia Stigzelius

Correction to: The Yin and Yang of brand portfolio transformations: how conscientious “lighthouse brands” drive sustainability in organisations pp. 562-562

Florian Platzek, Anna‑Karina Schmitz, Martin Fassnacht and Emily Waltermann

Correction to: Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility pp. 563-563

Russell Abratt, Emmanuel Silva Quaye and Nicola Kleyn

The moral states we seek: conscientious corporate branding for the perplexed pp. 564-579

Nils Grimm, Yasin Sahhar, Christoph Moss and Jörg Henseler

Can conscientiousness, circularity, and luxury be in the same room? A conceptual integration of conscientious brands and circular business models using Vivienne Westwood as an illustrative example pp. 580-597

Andreas Aldogan Eklund, Miralam Helmefalk, Nicholas Ind, Stefan Markovic and Francisco Villegas

Volume 32, issue 5, 2025

Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance pp. 365-384

Sojeong Kim and Jarim Kim

Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice pp. 385-399

Alexandra Kirkby, Carsten Baumgarth and Jörg Henseler

The Yin and Yang of brand portfolio transformations: how conscientious “lighthouse brands” drive sustainability in organisations pp. 400-417

Florian Platzek, Anna-Karina Schmitz, Martin Fassnacht and Emily Waltermann

Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility pp. 418-437

Russell Abratt, Emmanuel Silva Quaye and Nicola Kleyn

Leveling up coolness: how VR gamification drives experiential values pp. 438-457

Felicitas Stein, João Guerreiro, Sandra Maria Correia Loureiro and Mariana Berga Rodrigues

The effects of personal brand equity on hiring recommendation: why, how, when…? pp. 458-475

Nikolaos Pahos, Athanasios Polyportis, Nikolaos Kyriakopoulos and Beatrice I. J. M. Heijden

Volume 32, issue 4, 2025

From service failure to brand loyalty: evidence of service recovery paradox pp. 257-281

Weng Marc Lim, Victor Saha and Manish Das

How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern pp. 282-297

Mengxi Yang and Mengyang Wang

Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality pp. 298-314

Anja Lambrecht, Carsten Baumgarth and Jörg Henseler

Does frontline employee friendliness during service delivery still matter in the current era? Revisiting its dimensionality effects on brand outcome pp. 315-327

Nurul Amirah Othman

Examining drivers and outcome of influencer-based brand community engagement pp. 328-342

Kapil Khandeparkar, Purvendu Sharma, Shivan Sanjay Patel and Rubaina Shrivastava

The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services pp. 343-363

Deokkyung Ock, Yongjin Hwang, Seomgyun Lee and Bradley J. Baker

Volume 32, issue 3, 2025

Examining the effects of ideological incompatibility on negative word-of-mouth for service brands pp. 167-183

Shahidul Islam, Md Rokonuzzaman, Pramod Iyer and Syed Habib Anwar Pasha

Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand pp. 184-202

Siwei Xiao and Xiaoyu Chen

The appreciation task for luxury brand–artist collaborations pp. 203-226

Ryszard Kłeczek and Monika Hajdas

Empirical validation of a new technique (‘select-and-rank’) to measure brand preference pp. 227-237

Kosmo Karantonis, Oliver Schnittka, Mario Farsky and Henrik Sattler

‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers pp. 238-255

Cristina Fona, T. C. Melewar, Charles Dennis and Keith Dinnie

Correction: ‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers pp. 256-256

Cristina Fona, T. C. Melewar, Charles Dennis and Keith Dinnie

Volume 32, issue 2, 2025

Exploring the effect of incidental priming when measuring trademark genericism pp. 79-93

Robert A. Peterson and Jeffrey A. Peterson

The role of consumer-based brand equity on the prolongation of trademarks pp. 94-108

Louisa M. Pfeifer, Thomas F. Schreiner and Henrik Sattler

Correction to: The role of consumer‑based brand equity on the prolongation of trademarks pp. 109-111

Louisa M. Pfeifer, Thomas F. Schreiner and Henrik Sattler

Consumers’ dark personality traits drive gluckschmerz: the interplay of competitiveness and brand love pp. 112-130

Anwar Sadat Shimul, Isaac Cheah and Mahabubur Rahman

Impact of national culture on contributors’ performance in brand co-creation: insights from a crowdsourcing platform pp. 131-149

Anja Tekic and Daria Korneva

Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis pp. 150-165

Lars Brand, Matthias Anderski and Tim Ströbel

Volume 32, issue 1, 2025

Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity pp. 1-16

Lishan Xie, Xinhua Guan, Shih-Shuo Yeh and Tzung-Cheng Huan

Crafting lasting bonds: unveiling the impact of brand experience on enhancing elderly consumer-based brand equity in the thriving Chinese digital phone market pp. 17-33

Supeng Zheng, Haifen Lin, Mohsin Shahzad and Lingwen Kong

Act your age to engage: field evidence on parent versus brand extension pp. 34-49

Liam Tincknell, Frank Mathmann, Benno Torgler and Husain Salilul Akareem

Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell pp. 50-64

Rafael Bravo, José M. Pina and Beatriz Tirado

When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM pp. 65-78

Ramazan Kurtoğlu, Tuğba Özbölük and Behiye Altın