J Prod Brand Man


Journal of Product & Brand Management, 31(2)



Brand imitation strategy, package design and consumer response: what does it take to make a difference? [Google Scholar]
Fei Qiao, William Glenn Griffin

Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love
Elaine Wallace, Pedro Torres, Mário Augusto, Maryana Stefuryn [Google Scholar]

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands
Xiaoyong Wei, Sojin Jung [Google Scholar]

Branding’s academic–practitioner gap: managers’ views
Frank Alpert, Mark Brown, Elizabeth Ferrier, Claudia Fernanda Gonzalez-Arcos, Rico Piehler [Google Scholar]

Developing and testing a typology of brand benefit differentiation
Alexander Farestvedt Hem, Magne Supphellen [Google Scholar]

Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts
Yang Cheng, Hua Jiang [Google Scholar]

Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions
JungHwa (Jenny) Hong, Jie Yang, Barbara Ross Wooldridge, Anita D. Bhappu [Google Scholar]

Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach
Jing Yang, Juan Mundel [Google Scholar]

Fifteen years of customer engagement research: a bibliometric and network analysis
Linda D. Hollebeek, Tripti Ghosh Sharma, Ritesh Pandey, Priyavrat Sanyal, Moira K. Clark [Google Scholar]

Brand implications of advertising products with their reflections
Nazuk Sharma, Marisabel Romero [Google Scholar]

City brand love: modelling and resident heterogeneity analysis
Saalem Sadeque, Mohammad Shahidul Hasan Swapan, Sanjit K. Roy, MD Ashikuzzaman [Google Scholar]