TOC: J Prod Brand Man


Journal of Product & Brand Management, 25(2)

Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable
Jean-Noël Kapferer and Pierre Valette-Florence

Brand constellations: reflections of the emotional self
Richard L. Flight and Kesha K. Coker

Country-of-origin versus brand: consumers’ dilemma when choosing between generic and branded drugs in emerging countries
Fatma Smaoui, Fatma Abdellah Kilani, and Mourad Touzani

Exploring antecedents and consequences of young consumers’ perceived global brand equity
Phillip Frank and Kittichai (Tu) Watchravesringkan

Two paths to customer loyalty: the moderating effect of the differentiation level strategy in the performance-satisfaction-value-intentions relationship
Jorge Vera

Neural imprints of national brands versus own-label brands
Jose Paulo Marques dos Santos, Marisa Martins, Hugo Alexandre Ferreira, Joana Ramalho, and Daniela Seixas

The lady doth protest too much: a neurophysiological perspective on brand tarnishment
Christo Boshoff

The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products
Sam O. Al-Kwifi

Cleopatra Veloutsou, Francisco Guzman, John Gountas, and Luiz Moutinho