Journal of Product & Brand Management最新文献

{"title":"Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities","authors":"A. Wong, Y. Hung","doi":"10.1108/jpbm-01-2022-3824","DOIUrl":"https://doi.org/10.1108/jpbm-01-2022-3824","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities.\u0000\u0000\u0000Design/methodology/approach\u0000The sample comprises members of a Facebook football fan club brand community. An online survey measuring athlete-level factors, team-level factors and online brand advocacy provides data to test the conceptual framework using structural equation modeling with partial least squares (PLS-SEM).\u0000\u0000\u0000Findings\u0000The findings of this paper support the positive spillover effect from athlete subbrand to team brand advocacy, as self-congruity exerted positive effects on brand passion and brand community commitment, while athlete attraction influenced brand community commitment, leading to online brand advocacy.\u0000\u0000\u0000Research limitations/implications\u0000The findings validate the dimensions of online brand advocacy and advance research on sports brand hierarchy in brand architecture by establishing the transference effect from athlete to the team brand.\u0000\u0000\u0000Practical implications\u0000To effectively manage their brands online, brand managers need to pay attention to the powerful and multifaceted tool of online brand advocacy. Brand managers can capitalize on their active advocates by working closely with them to co-create uplifting and authentic brand stories that are worthwhile for sharing, especially in times of crisis.\u0000\u0000\u0000Originality/value\u0000Building on the developmental trajectory of brand love and vicarious brand experience, the findings verify the directionality of the spillover effect and offer insights into the development of brand advocacy across different brand levels.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"52 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115684860","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":"# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information","authors":"T. Gamage, Nicholas J. Ashill","doi":"10.1108/jpbm-10-2021-3681","DOIUrl":"https://doi.org/10.1108/jpbm-10-2021-3681","url":null,"abstract":"\u0000Purpose\u0000Despite the increasing popularity of influencer marketing, there exists a lack of understanding of how content created by social media influencers stimulates the pre-purchase behaviour of followers. Based on the stimulus-organism-response framework, this paper aims to address this lacuna by examining how influencer-created content affects the willingness of followers to search for more information related to the posted product.\u0000\u0000\u0000Design/methodology/approach\u0000A cross-sectional research design uses a web-based questionnaire among Instagram users in Sri Lanka. Structural equation modelling with analysis of moment structures 27 and SPSS PROCESS macro are used for hypothesis testing.\u0000\u0000\u0000Findings\u0000Findings indicate that the commercial orientation of influencer-created content reduces follower trustworthiness towards them and the perceived credibility of the content. Mediation results demonstrate that the commercial orientation of influencer-created content negatively affects follower willingness to search for more information related to the posted product through trustworthiness and perceived credibility.\u0000\u0000\u0000Practical implications\u0000When adopting influencer marketing to stimulate information search behaviour, marketing practitioners should carefully examine the commercial orientation of the content of the messages posted by social media influencers to maintain high levels of follower trustworthiness towards the influencer and positive follower credibility perceptions of the message.\u0000\u0000\u0000Originality/value\u0000This paper adds to influencer marketing literature by demonstrating the underlying process through which the commercial orientation of influencer-created content impacts follower willingness to search for product-related information.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133160314","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":"Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm","authors":"A. Safeer, Hancheng Liu","doi":"10.1108/jpbm-01-2022-3807","DOIUrl":"https://doi.org/10.1108/jpbm-01-2022-3807","url":null,"abstract":"\u0000Purpose\u0000Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all aspects of their lives. Thus, the purpose of this study is to examine the role of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context.\u0000\u0000\u0000Design/methodology/approach\u0000Using a non-probability convenience sampling technique, this study received 817 responses from consumers who regularly used global brands. Finally, this research examined 734 responses to test the proposed hypotheses using structural equation modeling.\u0000\u0000\u0000Findings\u0000This study discovered that perceived CSR authenticity strengthened perceived brand authenticity, which fostered perceived brand loyalty by enhancing brand trust and motivating consumers to spread PWOM about global brands. Similarly, perceived CSR authenticity directly influenced perceived brand loyalty by enhancing brand trust but did not affect PWOM. Likewise, the moderating effect of brand image was significant in fostering perceived brand loyalty by enhancing brand trust, but it had no effect on PWOM. In contrast, the brand image had a significant negative effect on perceived brand authenticity.\u0000\u0000\u0000Practical implications\u0000This research offered many insightful suggestions to global managers in the manufacturing and service industries that might assist them in designing and implementing several branding strategies to achieve corporate objectives.\u0000\u0000\u0000Originality/value\u0000This novel research contributes to the attribution theory by examining consumers’ perceptions of CSR authenticity, brand image, brand authenticity and brand loyalty from the global branding perspective.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131943767","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":"Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset","authors":"Wojciech Trzebiński, Piotr Gaczek, Beata Marciniak","doi":"10.1108/jpbm-05-2021-3470","DOIUrl":"https://doi.org/10.1108/jpbm-05-2021-3470","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and shopping-stage mindset in the persuasiveness of abstract vs concrete product descriptions.\u0000\u0000\u0000Design/methodology/approach\u0000Two online experiments were conducted: Study 1 (description abstractness – manipulated between-subject; consumer product expertise, perceived trustworthiness, purchase intent – measured), Study 2 (consumer shopping-stage mindset – manipulated between-subject; description abstractness – manipulated within-subject; consumer product expertise, perceived trustworthiness, abstract/concrete description preference – measured).\u0000\u0000\u0000Findings\u0000The negative effect of the abstractness (abstract descriptions vs the ones supplemented with relevant product details) on description trustworthiness was evidenced in Study 1. Trustworthiness was positively related to purchase intent, especially for high product expertise. Study 2 replicated the effect of product description abstractness on its trustworthiness in terms of two other forms of abstractness (abstract descriptions vs the ones supplemented with irrelevant product details and product benefits vs attributes). The goal-oriented (vs comparative) mindset had a positive effect on the benefit (vs attribute) description preference, especially for high product expertise.\u0000\u0000\u0000Practical implications\u0000For marketers, the results suggest the positive consequences of presenting concrete information on product attributes and the conditions enhancing the effectiveness of presenting product benefits.\u0000\u0000\u0000Originality/value\u0000The paper integrates the existing views on consumer response to abstract vs concrete information (lexical abstractness/concreteness, means-end chain theory) and links them to consumer product expertise and shopping-stage mindset.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132590353","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":"Fueling and cooling firestorms: how online community members enable and disable online negative e-WOM","authors":"Tyler Hancock, Michael Breazeale, F. Adams, Haley Hardman","doi":"10.1108/jpbm-12-2021-3756","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3756","url":null,"abstract":"\u0000Purpose\u0000A firestorm is a vast wave of negative information about a brand that disseminates quickly online. Their relative unpredictability represents a particularly challenging problem for brand marketers. This paper aims to show how firestorms are enabled and can be disabled by online community members (OCMs), exploring the dissemination of negative electronic word-of-mouth (e-WOM), the challenges in countering negative brand information and how brands can effectively communicate with OCMs to facilitate offsetting negative e-WOM.\u0000\u0000\u0000Design/methodology/approach\u0000This paper uses a sequential mixed-method research methodology. Study 1 uses an experimental design and tests serial mediation using PROCESS Model 6. Study 2 extends the findings while introducing a moderator using the PROCESS Model 83. Finally, qualitative findings are used to develop a practitioner-friendly typology of OCMs.\u0000\u0000\u0000Findings\u0000The perceived authenticity of a message can influence the believability of negative WOM in the presence of a negative availability cascade. Positive cascades are likely to prevent online communities from enabling negative e-WOM when the instigating message is perceived to be inauthentic. Qualitative findings from a post hoc analysis identify a typology of eight OCM types that enable and are also capable of disabling firestorms.\u0000\u0000\u0000Practical implications\u0000OCMs can both actively fuel and cool a firestorm. Brands should always monitor online communities and closely monitor discussions that are most likely to generate firestorms. More proactively, they should also develop communication strategies for each OCM type to help disable firestorms in the making.\u0000\u0000\u0000Originality/value\u0000Both negative and positive cascades are explored quantitatively and qualitatively to understand the mechanisms that can drive firestorms and provide both warnings and guidance for brands. An OCM typology guides brands’ mitigation strategies.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131020932","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":"Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals","authors":"E. Delgado-Ballester, I. López-López, Alicia Bernal","doi":"10.1108/jpbm-08-2021-3627","DOIUrl":"https://doi.org/10.1108/jpbm-08-2021-3627","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine personal factors that drive the initiation of an online firestorm, an online collaborative attack against a brand that usually occurs when a brand fails or engages in misconduct.\u0000\u0000\u0000Design/methodology/approach\u0000A structured questionnaire is used for data collection. Via an online panel, 303 questionnaires are completed. Hypotheses are tested using structural equation modelling.\u0000\u0000\u0000Findings\u0000Civic engagement and, to a lesser extent, narcissism explain intentions to initiate online firestorms. Individuals’ inherent concern for others and for ethical issues prompts them to punish a brand publicly, with the expectation that other individuals will follow and that the brand will feel compelled to react. Misconduct-related appraisal factors, such as severity, proximity, moral inequity and outrage, can amplify the effect of civic engagement.\u0000\u0000\u0000Research limitations/implications\u0000Future research should investigate whether the findings hold for different types of misconduct, cultures and other forms of narcissism.\u0000\u0000\u0000Practical implications\u0000By providing managers with a better understanding of the motivations for launching an attack, this study offers guidance on managing a brand when an online firestorm occurs.\u0000\u0000\u0000Originality/value\u0000Whereas previous research has focused on external drivers of online firestorms, this study builds on the prosocial behaviour literature to analyse the individual characteristics prompting the initiation of an online firestorm.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126359248","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":"Art infusion phenomenon: a systematic literature review","authors":"Mansi Gupta, R. Joshi","doi":"10.1108/jpbm-04-2021-3441","DOIUrl":"https://doi.org/10.1108/jpbm-04-2021-3441","url":null,"abstract":"\u0000Purpose\u0000This study aims to provide a structured and comprehensive synthesis of studies of the art infusion phenomenon, which describes the influence of art on consumers’ perception and evaluation of a product with which that art is associated. Further, this study aims to identify the issues in the literature and suggest future research directions.\u0000\u0000\u0000Design/methodology/approach\u0000Publications relevant to the art infusion phenomenon until 2021 were identified through a systematic literature review. Subsequently, the 35 retrieved articles that met the selection criteria were evaluated using descriptive and content analyses.\u0000\u0000\u0000Findings\u0000This literature review brings to light the origin, significance, evolution and development of the art infusion phenomenon. This study highlights the catalogue of drivers of this phenomenon and illuminates the interrelationships among the factors through a conceptual model using the stimulus-organism-response (SOR) paradigm.\u0000\u0000\u0000Research limitations/implications\u0000This study adds to the art infusion literature by synthesizing extant studies and presenting a comprehensive overview of the subject, thereby motivating its prorogation and becoming a single point of reference for scholars.\u0000\u0000\u0000Originality/value\u0000The art infusion phenomenon has become a dominant theoretical pillar in the fields of arts and branding. However, little effort has been made to systematically review research on the phenomenon and consolidate its findings. To address this gap, this study first identifies and categorizes the factors that influence the art infusion phenomenon using the SOR paradigm. This study then creates a conceptual model that elucidates the interrelationships among the key elements of the phenomenon.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"158 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116152775","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":"Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward","authors":"D. Parris, Francisco Guzmán","doi":"10.1108/jpbm-06-2021-3528","DOIUrl":"https://doi.org/10.1108/jpbm-06-2021-3528","url":null,"abstract":"\u0000Purpose\u0000This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.”\u0000\u0000\u0000Design/methodology/approach\u0000For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized.\u0000\u0000\u0000Findings\u0000The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged.\u0000\u0000\u0000Originality/value\u0000This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114345111","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":"Understanding damage to and reparation of brand trust: a closer look at image congruity in the context of negative publicity","authors":"Zelin Tong, Jingdan Feng, Fang Liu","doi":"10.1108/jpbm-07-2021-3550","DOIUrl":"https://doi.org/10.1108/jpbm-07-2021-3550","url":null,"abstract":"Purpose\u0000Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how negative publicity influences image congruity and, subsequently, brand trust. In addition, the study also examined the effectiveness of two corporate strategies to repair both congruity and trust.\u0000\u0000\u0000Design/methodology/approach\u0000Based on a valid sample of 522 Chinese consumers between the ages 20 and 50, this study adopted a quasi-experimental design involving two types of negative publicity (performance- and value-related) and two initial corporate repair strategies (compensation and public apology) intended to repair brand trust.\u0000\u0000\u0000Findings\u0000Negative publicity shaped brand trust through both functional congruity and self-congruity. Moreover, the type of negative publicity affected the role of image congruity in brand trust. The effectiveness of repair strategies further depended on the type of negative publicity.\u0000\u0000\u0000Research limitations/implications\u0000Mobile phones were an appropriate focal product for this research, but examining only one product category may limit findings’ generalizability. Negative emotions such as frustration or anger and their relationships with congruity can also be addressed in future work. Subsequent research can additionally consider more conditions to explore alternative routes of processing related to brand trust.\u0000\u0000\u0000Practical implications\u0000Brand trust is a vulnerable brand asset on which negative publicity can have seriously negative consequences. Marketers and brand managers should assess the extent to which negative publicity can damage image congruity and brand trust and come up with different repair strategies subsequently.\u0000\u0000\u0000Originality/value\u0000This study contributes to the limited and fragmented literature on consumers’ evaluations of negative information. Findings offer fresh insight into the impacts of negative publicity on image congruity and brand trust. The implications extend beyond negative publicity to other forms of negative information, such as rumors, fake news and negative word of mouth. Results also highlight the importance of adopting appropriate repair strategies to restore consumers’ trust in the event of negative publicity.","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121446618","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":"What draws voters to brandidates and why? – political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality","authors":"K. Harrison, B. Yoo, Shawn T Thelen, John Ford","doi":"10.1108/jpbm-08-2021-3606","DOIUrl":"https://doi.org/10.1108/jpbm-08-2021-3606","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to determine the impact of voters’ personal and societal values on presidential candidate brand personality preference. In addition, the research examines which brand personalities are deemed most and least important. This research meets the growing demand to further understand how voters develop preferences for brandidates.\u0000\u0000\u0000Design/methodology/approach\u0000Voters ranked which presidential brand personalities they deemed most important in a candidate as well as which of the two major candidates they most associated with that trait. Data were collected weeks in advance of the 2020 presidential election from a national online panel representing a balanced mix of voters by party affiliation.\u0000\u0000\u0000Findings\u0000The results indicate that life satisfaction, political orientation and postmaterialism are significant and provide adequate explanatory power in understanding which brand personality traits are associated with a presidential candidate. Also, using an importance-performance matrix, the authors find which candidate is most identified with various brand personality traits and how important those traits are to voters.\u0000\u0000\u0000Research limitations/implications\u0000Using the importance-performance matrix for assessing brand/candidate personality preference by consumers/voters provides researchers with a multidimensional method for analyzing how various dimensions influence selection preference. The explanatory power of the independent variables, i.e. political orientation, comparative life satisfaction and societal values, is very low when regressed against personality attributes in general (not assigned to a candidate); however, they provide meaningful results when regressed against personality attributes when assigned to candidates. Understanding the importance of general brand personality attributes is not as important as understanding their importance when associated with a specific brand.\u0000\u0000\u0000Practical implications\u0000The importance-performance matrix for brand/candidate personality presented in this research clearly indicated and predicted voter preference for the 2020 Presidential election; thus, this tool can be effectively used by political marketers in future elections. Political orientation so strongly influences voter perception of specific candidate brand personality dimensions that they view their preferred candidate to be universally superior to other candidates. Political marketers can appeal to voters based on their political orientation to strengthen the relationship between candidates and voters.\u0000\u0000\u0000Originality/value\u0000This research investigates how personal and societal values impact voters’ preference for brand personality traits in a presidential candidate. Voter preference for presidential brand personality traits is assessed generically, i.e. not associated with a particular candidate, as well as when they are linked to a specific candidate, i.e. Biden and Trump.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132851083","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}