TOC: J Prod Brand Man


Journal of Product & Brand Management, 26(4)

When perceived ability to influence plays a role: brand co-creation in Web 2.0
Eric Kennedy and Francisco Guzmán

Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value
Michael SW Lee and Ian Soon

Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement
Michelle Renton and Hamish Simmonds

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users
Tugba Özbölük and Yunus Dursun

The moderating effect of personal features on the consequences of an enjoyable co-creation experience
Johann Füller and Volker Bilgram

Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames
Devika Vashisht and Sreejesh S. Pillai

Self-presentation, privacy and electronic word-of-mouth in social media
Oleksandra Pasternak, Cleopatra Veloutsou, and Anna Morgan-Thomas

Guest editorial
David Taylor and Iryna Pentina