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 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

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