Journal of Product & Brand Management最新文献

{"title":"Social media influencer (SMI) as a human brand – a need fulfillment perspective","authors":"Aaminah Zaman Malik, Sajani Thapa, A. Paswan","doi":"10.1108/jpbm-07-2021-3546","DOIUrl":"https://doi.org/10.1108/jpbm-07-2021-3546","url":null,"abstract":"\u0000Purpose\u0000Social media influencers (SMIs) are becoming a powerful force within the marketing and branding landscape, with several leading brands opting to use SMI endorsements for their products and brands. Extant SMI literature has primarily focused on the influence mechanism exerted by SMIs on their followers. Less is known about how followers view their favorite SMIs. This study aims to explore the SMI–follower relationship from the follower’s perspective and examine the underlying attachment mechanism.\u0000\u0000\u0000Design/methodology/approach\u0000First, a qualitative study was conducted to explore the attributes that individuals consider following an SMI and ensure that it is consistent with the literature review. This was followed by a survey-based quantitative study where a structural equation modeling technique was used to test the hypotheses using 508 SMI followers.\u0000\u0000\u0000Findings\u0000Followers find the SMI as a source to fulfill their intrinsic needs, that is, need to escape or self- improvement. The findings of this study suggest that followers attribute glamor, fun and connectedness to the SMIs driven by their need for self-improvement and fun with their need to escape. Finally, these attributions influence the overall perceived image of the SMI in followers' minds.\u0000\u0000\u0000Originality/value\u0000This study uses qualitative and quantitative approaches to picture SMIs as human brands from a follower's need fulfillment perspective.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127671899","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies","authors":"J. E. Lee, Jungsik Cho","doi":"10.1108/jpbm-01-2022-3833","DOIUrl":"https://doi.org/10.1108/jpbm-01-2022-3833","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands.\u0000\u0000\u0000Design/methodology/approach\u0000The authors conducted three studies using an experimental approach.\u0000\u0000\u0000Findings\u0000Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand.\u0000\u0000\u0000Research limitations/implications\u0000This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"43 1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126765243","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context","authors":"Praveen Dhiman, Sangeeta Arora","doi":"10.1108/jpbm-03-2021-3408","DOIUrl":"https://doi.org/10.1108/jpbm-03-2021-3408","url":null,"abstract":"\u0000Purpose\u0000Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand citizenship behaviour (BCB) directly and indirectly through job satisfaction and affective brand commitment.\u0000\u0000\u0000Design/methodology/approach\u0000A field-survey method was used to target customer-contact employees of luxury chain hotels. Regression-based approach and bootstrap method (via PROCESS MACRO, Model 6) were applied to test the direct and indirect effects.\u0000\u0000\u0000Findings\u0000The results show that perceived external brand prestige has a strong direct effect on BCB. Through mediation analysis, this study observes that job satisfaction and affective brand commitment have significant mediation effects (i.e. individual, parallel and sequential) between employee branding dimensions and BCB. Analysing the results precisely, job satisfaction and affective brand commitment have the lowest sequential mediation effect and the greatest parallel mediation effect concerning the said relationships.\u0000\u0000\u0000Originality/value\u0000This study is novel in applying a three-path mediation model in the Indian hospitality context, considering a multi-dimensional perspective of employee branding to capture its diverse impact on BCB directly and indirectly through job satisfaction and affective brand commitment. Moreover, this study advances employee branding research by considering the under-investigated mediating (individual, parallel and sequential) role of job satisfaction and affective brand commitment.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115508836","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Conceptualizing nation branding: the systematic literature review","authors":"José I. Rojas-Méndez, Mozhde Khoshnevis","doi":"10.1108/jpbm-04-2021-3444","DOIUrl":"https://doi.org/10.1108/jpbm-04-2021-3444","url":null,"abstract":"\u0000Purpose\u0000This paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related constructs.\u0000\u0000\u0000Design/methodology/approach\u0000To analyze nation branding academic literature, this paper used a systematic literature review approach to investigate academic studies related to nation and country branding. All relevant studies on the nation and country branding between 1996 and mid-2021 were extracted from six selected databases, including Elsevier’s Science Direct, Emerald, Sage, Wiley, Springer and Jstor, by using a Preferred Reporting Items for Systematic Reviews and Meta-Analysis process. The reviewed papers were coded and analyzed to extract themes and concepts.\u0000\u0000\u0000Findings\u0000The results of this paper show that nation branding is influenced by six main factors, namely, business and marketing, political, social and cultural, economic and labor, international and environmental factors; it comprises one key component, that is, nation branding; it results in five major consequences, including social, economic and financial, business, international and political consequences, and is moderated mainly by socio-demographic variables. Additional contributions of this paper are the proposal of a comprehensive definition of nation branding based on the extant literature and identifying nation branding differences with other constructs that sometimes have been previously used interchangeably with nation branding. This paper concludes with suggestions for future research in the field.\u0000\u0000\u0000Originality/value\u0000This paper uses the themes and concepts uncovered by the analysis to conceptualize nation branding, provides an integrated model of nation branding and distinguishes it from other related branding concepts. This paper also summarizes what nation branding is versus what it is not.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116089305","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Beauty lies in the eye of the beholder: consumers' and jobseekers' interpretations of the family business brand","authors":"Philipp Jaufenthaler","doi":"10.1108/jpbm-11-2021-3741","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3741","url":null,"abstract":"\u0000Purpose\u0000Brands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was to provide in-depth insights into knowledge dynamics related to the so-called family business brand across different stakeholder perspectives.\u0000\u0000\u0000Design/methodology/approach\u0000This study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks.\u0000\u0000\u0000Findings\u0000Findings show both a shared core meaning (e.g. associations such as “tradition” or “owner-managed”) and stakeholder-specific associations (e.g. consumer perspective: “high product quality,” “handmade”; jobseeker perspective: “appreciation within the company,” “outdated”). Significantly, the results reveal detailed insights into cross-stakeholder knowledge dynamics regarding the associations’ interconnections, strength and favorability.\u0000\u0000\u0000Originality/value\u0000By combining BCM with a scenario technique, this study adopts an approach that is aimed at better understanding and comparing brand knowledge with respect to the family business brand across multiple stakeholder perspectives. Given the prevalence of family businesses, this research enhances the theoretical and practical understanding of a branding resource that is often available but rarely exploited.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115765280","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation","authors":"Taeyoung Kim, Jing Yang, Myungok Chris Yim","doi":"10.1108/jpbm-12-2020-3268","DOIUrl":"https://doi.org/10.1108/jpbm-12-2020-3268","url":null,"abstract":"\u0000Purpose\u0000This research aims to understand consumer responses to corporate social responsibility (CSR) during an unprecedented public health crisis. Specifically, two studies were conducted to investigate how companies’ different CSR initiatives in the early stage of COVID-19 would influence consumers’ advocacy intention according to their focus (i.e. targets of institutional CSR). The first study examined the moderating role of individuals’ CSR expectancy on the effects of companies’ CSR initiatives on consumers’ brand advocacy intention. The second study further extends the findings of Study 1 by examining the mediating role of perceived brand motive.\u0000\u0000\u0000Design/methodology/approach\u0000Two between-subject online experiments were conducted to explore the impact of three types of institutional CSR initiatives (i.e. community, employee and consumer-centered CSRs) on brand advocacy. Study 1 (N = 380) examined the moderating role of CSR expectancy in influencing consumer responses to institutional CSR initiatives. Study 2 (N = 384) explored the underlying mechanism through examining the mediating role of a company’s value-driven motivation in the process.\u0000\u0000\u0000Findings\u0000Study 1 indicated that institutional CSR, regardless of type, was more effective in generating a more significant brand advocacy intention than a promotional message, measured as a baseline. The impact of different kinds of institutional CSR on consumers’ brand advocacy intentions was significantly moderated by their CSR-related expectations. Specifically, individuals with moderate to high CSR expectancy showed higher brand advocacy intentions in both consumer- and employee-centered CSR initiatives than the promotional message. In comparison, those with low CSR expectancy only showed higher brand advocacy intentions in the community-centered CSR initiative. In addition, as individuals’ CSR expectations rose, the mediation effect of the perceived value-driven motivation became stronger.\u0000\u0000\u0000Research limitations/implications\u0000The current study includes guiding principles to help companies effectively respond to COVID-19 as corporate citizens by demonstrating the importance of individuals’ CSR expectancy across three CSR initiatives. This study used real-life examples of how leading companies were stepping up CSR efforts and suggested an approach that aligns CSR behaviors with the urgent and fundamental human needs of COVID-19.\u0000\u0000\u0000Originality/value\u0000In line with the CSR goal of maximizing benefits for stakeholders, this study’s findings signal that situational changes determine CSR expectations and that companies must be highly susceptible to the changes in consumers’ expectations of CSR and their appraisal process of CSR motives to maximize its CSR value.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123195574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Service brand avoidance in business-to-business relationships","authors":"Dorothea Sekyiwa Otoo, R. Odoom, Stephen Mahama Braimah","doi":"10.1108/jpbm-10-2020-3172","DOIUrl":"https://doi.org/10.1108/jpbm-10-2020-3172","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting.\u0000\u0000\u0000Design/methodology/approach\u0000This study used an explanatory research design with a quantitative approach. Data was obtained through self-administered questionnaires and a uniform resource locator via Google Forms. The hypothesised relationships were analysed using the partial least squares structural equation modelling technique.\u0000\u0000\u0000Findings\u0000This research reveals that unmet expectations, symbolic incongruence and failed communications directly influence brand avoidance, while ideological incompatibility significantly impacts symbolic incongruence. In contrast, unacceptable trade-offs and ideological incompatibility do not directly influence brand avoidance in B2B relationships.\u0000\u0000\u0000Research limitations/implications\u0000Future studies may consider examining brand avoidance by business clients within other specific industries and its impact on co-branding agreements.\u0000\u0000\u0000Originality/value\u0000This study provides empirical evidence of drivers of service brand avoidance within business markets from an emerging economy perspective.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128961325","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Negative spillover of moral irresponsibility into anti-brand behaviors: the role of moral emotion and disengagement in ethical and social transgressions","authors":"Song-yi Youn","doi":"10.1108/jpbm-12-2021-3785","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3785","url":null,"abstract":"\u0000Purpose\u0000As one of the largest industries in the global economy, the fashion industry has emphasized the symbolic and aspirational features of its products while maximizing the efficiency of its manufacturing processes. However, the labor-intensive and competitive nature of the industry has meant that brand moral transgressions often occur. This study aims to understand the role of moral emotions and concerns (i.e. perceived spillover) caused by different moral transgressions and explain consumer anti-brand behaviors (i.e. negative word of mouth [WOM] and patronage cessation).\u0000\u0000\u0000Design/methodology/approach\u0000Structural equation modeling was conducted to examine group differences (ethical vs social transgressions) in Study 1 (n = 584). Also, the moderation effect of moral disengagement was examined in Study 2 (n = 324).\u0000\u0000\u0000Findings\u0000The results indicate that, for ethical transgressions, both moral emotions and perceived spillovers explain negative behaviors while moral emotions alone explain negative WOM on social media for social transgressions. Additionally, for social transgressions, the results of Study 2 indicate a negative interaction effect of moral emotions and moral disengagement on anti-brand behavior of patronage cessation.\u0000\u0000\u0000Originality/value\u0000Based on the literature’s theoretical approach to moral crises, this paper examines the emotional and cognitive reactions of consumers to the fashion industry’s moral transgressions.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129754314","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Femvertising practices on social media: a comparison of luxury and non-luxury brands","authors":"N. Michaelidou, Nikoletta-Theofania Siamagka, L. Hatzithomas, Luciana Chaput","doi":"10.1108/jpbm-09-2020-3074","DOIUrl":"https://doi.org/10.1108/jpbm-09-2020-3074","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.\u0000\u0000\u0000Design/methodology/approach\u0000Quantitative content analysis and multiple correspondence analysis are used to examine female representations in the advertising of personal care products on social media. The sample includes brand posts from 15 brands on two social media platforms.\u0000\u0000\u0000Findings\u0000The results demonstrate that non-luxury brands use femvertising to a greater extent compared to luxury brands. In particular, this study shows that luxury brands rely more on stereotyped gender expressions and use more sexualisation in their advertising, relative to non-luxury brands.\u0000\u0000\u0000Research limitations/implications\u0000This study provides an analysis of luxury and non-luxury brands’ femvertising practices on social media. In doing so, this study extends the study of femvertising to the context of luxury and social media, which is currently underexplored. In terms of practical implications, this study sheds light on the extent of the application of femvertising across luxury and non-luxury brands on social media.\u0000\u0000\u0000Practical implications\u0000The findings drive a number of suggestions for luxury marketers, including the use of more independent gender roles and more racial diversity in their social media advertising and the lessening of unrelated sexuality.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first to compare femvertising practices of luxury and non-luxury brands on social media, delineating different facets of femvertising (e.g. gender roles, diversity, etc.) and extending scholarly understanding of the possible facets of this concept.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"93 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114821858","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis","authors":"Naveen Donthu, S Kumar, Saumyaranjan Sahoo, Weng Marc Lim, Y. Joshi","doi":"10.1108/jpbm-02-2022-3878","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3878","url":null,"abstract":"\u0000Purpose\u0000The Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective overview of JPBM.\u0000\u0000\u0000Design/methodology/approach\u0000This research examines the performance of the research constituents, social structure and intellectual structure of scholarly publications produced by JPBM between 1992 and 2021 using bibliometric analysis.\u0000\u0000\u0000Findings\u0000This research sheds light on the growing influence of JPBM through four major knowledge clusters (themes): strategic brand management; consumer behavior; product development and innovation management; and brand engagement. A temporal analysis of decade-by-decade cataloguing of the JPBM corpus revealed another set of three distinct knowledge clusters (themes): retailing and pricing strategies; marketing communications; and relationship marketing.\u0000\u0000\u0000Research limitations/implications\u0000Though the state-of-the-art overview herein offers seminal and useful insights about product and brand management research curated by JPBM, which can be used by the editorial board and prospective authors to curate and position the novelty of future contributions, it remains limited to the accuracy and availability of bibliographic records acquired from Scopus.\u0000\u0000\u0000Originality/value\u0000This research advances the internal review and subjective evaluation of the evolution of brand management thinking in JPBM by Veloutsou and Guzmán (2017) with an objective retrospection on the performance and scientific evolution of product and brand management research in JPBM.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126638324","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}