Journal of Brand Management

2016 - 2025

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

From Palgrave Macmillan
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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

Volume 31, issue 6, 2024

Conceptualising and measuring consumer perceptions of brand wastefulness pp. 557-575

Alexandria M. Gain, Leonard V. Coote and André Bonfrer

How rarity and exclusivity influence types of perceived value for luxury pp. 576-592

Xujia Wang, Billy Sung and Ian Phau

How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side pp. 593-615

Zhucheng Shao, Jessica Sze Yin Ho, Garry Wei-Han Tan, Keng-Boon Ooi, Prianka Sarker and Yogesh K. Dwivedi

How can brands mitigate the consequences of negative digital customer experience? Investigating roles of brand attachment, brand community support, and adaptive coping pp. 616-631

Sampa Anupurba Pahi, Anuj Jain and Debasis Pradhan

How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction pp. 632-648

Fan Zhang, Huan Li, Zewei Xue and Jiaxun He

Volume 31, issue 5, 2024

Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification pp. 469-481

Mobin Fatma and Imran Khan

A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S pp. 482-501

Jihye Park and H. Rao Unnava

Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands pp. 502-515

Xia Jiang, Fengyi Deng, Qing Yao and Defeng Yang

A proposed brand architecture model for UK fashion brands pp. 516-528

Arooj Rashid, Louise Spry and Christopher Pich

Brand hate experiences and the role of social media influencers in altering consumer emotions pp. 529-542

Raphael Odoom, John Paul Basewe Kosiba and Priscilla Teika Odoom

The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun? pp. 543-556

Pedro Almeida, Paulo Rita, Diego Costa Pinto and Márcia Herter

Volume 31, issue 4, 2024

How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook pp. 345-381

Federico Mangiò, Giuseppe Pedeliento, Daniela Andreini and Lia Zarantonello

Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands pp. 382-400

P. Rodrigues, M. Junaid, A. Sousa and A. P. Borges

User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement pp. 401-414

Luke Butcher and Billy Sung

Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship pp. 415-429

Ching-Fu Chen and Hsiao-Han Lu

Toward a measure of brand pride: scale development and validation pp. 430-448

Subarna Nandy, Neena Sondhi and Himanshu Joshi

Harnessing brand authenticity to promote prosocial service behavior pp. 449-468

Weng Marc Lim, Nishtha Malik, Sahil Gupta and Himanshu Rai

Volume 31, issue 3, 2024

The impact of consumer personality and social network position on brand community engagement pp. 235-250

Duygu Akdevelioglu, Selcan Kara and Victor Perotti

Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality pp. 251-264

Rukhsana Gul Gilal, Faheem Gul Gilal and Naeem Gul Gilal

Engaging through storytelling: the interplay of engagement with a story, cause, and charity pp. 265-292

Karolina Kaczorowska, Jodie Conduit and Steven Goodman

The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective pp. 293-309

Clarinda Rodrigues, Amélia Brandão, Soniya Billore and Tetsuhisa Oda

The challenges of balancing ethics and competence for purpose-driven brands: an exploratory case study on social impact company Too Good To Go pp. 310-330

Anna Karina Kjeldsen and Line Schmeltz

Victims: the missing piece in stakeholder-focused brand management puzzles pp. 331-344

Monika Hajdas and Ryszard Kłeczek

Volume 31, issue 2, 2024

Brands and activism: ecosystem and paradoxes pp. 95-107

Klement Podnar and Urša Golob

From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics pp. 108-125

Aya Aboelenien and Chau Minh Nguyen

The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’ pp. 126-139

Abdul Rohmanue and Erik S. Jacobi

The activist brand and the transformational power of resistance: towards a narrative conceptual framework pp. 140-152

Sophie Esmann Andersen and Trine Susanne Johansen

Peer effects on brand activism: evidence from brand and user chatter on Twitter pp. 153-167

Mithila Guha and Daniel Korschun

Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism pp. 168-192

Stefanie Wannow, Martin Haupt and Martin Ohlwein

From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity pp. 193-211

Zoe Lee, Amanda Spry, Yuksel Ekinci and Jessica Vredenburg

Brand activism as a marketing strategy: an integrative framework and research agenda pp. 212-234

Pedro Chapaval Pimentel, Mariana Bassi-Suter and Simone Regina Didonet

Volume 31, issue 1, 2024

Exploring the uniqueness of distinctive brand assets within the UK automotive industry pp. 1-15

Gianluca Fiocchi and Mona Seyed Esfahani

Revisiting experiential marketing: a Delphi study pp. 16-37

Andrew Davey, Billy Sung and Luke Butcher

Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes pp. 38-57

Dominyka Venciute, Cen April Yue and Patrick D. Thelen

Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands pp. 58-78

Estelle Dinh, Hans Mühlbacher and Mariaterasa Torchia

Self-concept and brand loyalty: Insights from major life events and coping mechanisms pp. 79-93

Irina T. Toteva, Selen Savas-Hall and Justin R. Hall

Volume 30, issue 6, 2023

Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China pp. 479-489

Xiongkai Tan, Sha Zhang and Hong Zhao

Brand passion: a systematic review and future research agenda pp. 490-515

Faheem Gul Gilal, Justin Paul, Asha Thomas, Lia Zarantonello and Rukhsana Gul Gilal

Would luxury brands benefit from empowering consumers in product decision-making? pp. 516-534

Songyee Hur and Sejin Ha

Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent pp. 535-549

Jose A. Flecha Ortiz, María Los M. Santos Corrada, Evelyn Lopez, Virgin Dones and Vivian Feliberty Lugo

Enlightening the brand building–audience response link pp. 550-566

Cleopatra Veloutsou

Correction to: Enlightening the brand building–audience response link pp. 567-567

Cleopatra Veloutsou

Volume 30, issue 5, 2023

‘Pink is for girls, blue is for boys’ exploring brand gender identity in children’s clothing, a post-evaluation of British retailer John Lewis pp. 381-397

Jill Nash and Cindy Sidhu

An integrated model of retail brand equity: the role of consumer shopping experience and shopping value pp. 398-413

Chi Zhang, Douglas W. Vorhies and Wenkai Zhou

Brand engagement into self-concept and culture: a literature review for a future research agenda pp. 414-431

Olga Nechaeva, Valentina Mazzoli and Raffaele Donvito

Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands pp. 432-448

Tapas Ranjan Moharana, Debashree Roy and Garima Saxena

Engaging with intelligent voice assistants for wellbeing and brand attachment pp. 449-460

Catherine Prentice, Sandra Maria Correia Loureiro and João Guerreiro

Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames pp. 461-477

Iago S. Muraro, Kjerstin Thorson and Patricia T. Huddleston

Volume 30, issue 4, 2023

A counterinsurgent (COIN) framework to defend against consumer activists pp. 275-301

Steven Chen

The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context pp. 302-317

Maria Vernuccio, Michela Patrizi, Maja Šerić and Alberto Pastore

The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana pp. 318-332

Linda Narh, Raphael Odoom, Mahmoud Abdulai Mahmoud and Ernest Yaw Tweneboah-Koduah

It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management pp. 333-346

Lina Xiong

Effects of brand community social responsibility: roles of collective self-esteem and altruism pp. 347-366

Zhimin Zhou, Yucheng Wang, Yaqin Zheng and Shixiong Liu

Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance pp. 367-380

Fadi Almazyad, Purvi Shah and Eleanor T. Loiacono

Volume 30, issue 3, 2023

Branding: too often overlooked in disruptive innovation and social purpose arenas pp. 185-189

David Aaker

Can CSR foster brand defense? A moderated-mediation model of the role of brand passion pp. 190-206

Ibrahim Alnawas, Nabil Ghantous and Jane Hemsley-Brown

Building brand meaning in social entrepreneurship organizations: the social impact brand model pp. 207-226

Florian Lückenbach, Holger J. Schmidt and Jörg Henseler

Intensity of collective consumption practices in brand communities: the case of crossfit pp. 227-244

Laurence Dessart and Grégory Bressolles

The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors pp. 245-260

Hemant C. Sashittal, Avan R. Jassawalla and Ruchika Sachdeva

Addressing the eco-gender gap in men through power and sustainability self-efficacy pp. 261-274

Kevin P. Newman and Rebecca K. Trump

Volume 30, issue 2, 2023

Special edition: corporate heritage brand design pp. 95-96

John M. T. Balmer and Angela Bargenda

Design, corporate brand design, and corporate heritage brand design: what are they? what of them? pp. 97-115

John M. T. Balmer

Styling the corporate heritage brand: identity building through architectural design pp. 116-128

Angela Bargenda

The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design pp. 129-143

Mario Burghausen

Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction pp. 144-156

Pedro Mir Bernal, Fabien Pecot, Bradford Hudson and Virginie Barnier

Invented corporate heritage brands pp. 157-169

Olof Brunninge

Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: a case of useful learning pp. 170-183

John M. T. Balmer

Volume 30, issue 1, 2023

Looking forward, looking back: developing a narrative of the past, present and future of a brand pp. 1-8

Kevin Lane Keller

We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty pp. 9-33

Vesna Babić-Hodović, Alisa Mujkić and Maja Arslanagić-Kalajdžić

Mitigating the negative effect of intrabrand clustering: the role of interbrand clustering and firm size pp. 34-48

Moeen Naseer Butt

Brand heritage across cultures: U.S.A., France and South Korea pp. 49-60

Fabien Pecot, Gregory Rose, Altaf Merchant and Sunmee Choi

AI service impacts on brand image and customer equity: empirical evidence from China pp. 61-76

Chunlin Yuan, Shuman Wang and Yue Liu

Brand stigmatization: how do new brand users influence original brand users? pp. 77-94

Defeng Yang, Xi Lei, Liang Hu, Yu Sun and Xiaodan Yang