TOC: J Prod Brand Man


Journal of Product & Brand Management, 27(2)

Francisco Guzman and Cleopatra Veloutsou

Decoding the effects of a product’s cast shadow in brand advertising
Nazuk Sharma

Brand personality: theory and dimensionality
Gary Davies, José I. Rojas-Méndez, Susan Whelan, Melisa Mete, and Theresa Loo

Asymmetric cognitive, emotional and behavioural effects of values-related and performance-related negative brand publicity
Xian Liu, Helena Maria Lischka, and Peter Kenning

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions
Juan Mundel, Patricia Huddleston, Bridget Behe, Lynnell Sage, and Caroline Latona

To tell or not to tell? The impact of communicating consumer participation in new product development
Claudia Costa and Rita Coelho do Vale

Brand loyalty: exploring self-brand connection and brand experience
Liezl-Marié van der Westhuizen

How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy
Holger J. Schmidt and Jörn Redler

In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands
Stefan Scheidt, Carsten Gelhard, Juliane Strotzer, and Jörg Henseler

Corporate brand transgression and punishing the transgressor: moderation of religious orientation
Elif Karaosmanoglu, Didem Gamze Isiksal, and Nesenur Altinigne