Journal of Product and Brand Management最新文献

{"title":"Online brand community engagement and brand evangelism: the role of age, gender and membership number","authors":"Min Prasad Bhandari, Charan Bhattarai, Gary Mulholland","doi":"10.1108/jpbm-02-2023-4373","DOIUrl":"https://doi.org/10.1108/jpbm-02-2023-4373","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140169029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumer and brand value formation, value creation and co-creation in social media brand communities","authors":"Magdalena Marchowska-Raza, Jennifer Rowley","doi":"10.1108/jpbm-01-2023-4299","DOIUrl":"https://doi.org/10.1108/jpbm-01-2023-4299","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140055789","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Brand heritage on Twitter: a text-mining stereotype content perspective","authors":"Lydia Mähnert, Caroline Meyer, Ulrich R. Orth, Gregory M. Rose","doi":"10.1108/jpbm-07-2023-4612","DOIUrl":"https://doi.org/10.1108/jpbm-07-2023-4612","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139950980","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Unique consumption: the impact of busy mindset on preference for angular versus circular shapes","authors":"Zhaoyang Sun, Haiyang Zhou, Tianchen Yang, Kun Wang, Yubo Hou","doi":"10.1108/jpbm-02-2023-4366","DOIUrl":"https://doi.org/10.1108/jpbm-02-2023-4366","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The shape of a product plays a crucial role in shaping consumer behavior. Despite the voluminous research on factors influencing consumers’ shape preferences, there remains a limited understanding of how the busy mindset, a mentality increasingly emphasized by marketing campaigns, works. This study aims to fill this gap by exploring the relationship between a busy mindset and the preference for angular-shaped versus circular-shaped products and brand logos.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research consists of seven experimental studies using various shape stimuli, distinct manipulations of busy mindset, different assessments of shape preference and samples drawn from multiple countries.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings reveal that a busy mindset leads to a preference for angular shapes over circular ones by amplifying the need for uniqueness. In addition, these effects are attenuated when products are scarce.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research represents one of the pioneering efforts to study the role of a busy mindset on consumers’ aesthetic preferences. Beyond yielding insights for practitioners into visual marketing, this research contributes to the theories on the busy mindset and shape preference.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139924868","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types","authors":"Fanjue Liu, Yu-Hao Lee","doi":"10.1108/jpbm-03-2023-4418","DOIUrl":"https://doi.org/10.1108/jpbm-03-2023-4418","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (<em>n</em> = 334) and a main study (<em>n</em> = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139688706","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumer-brand heuristics in luxury hotel reviews","authors":"Maria Petrescu, John Gironda, Kathleen Bay O'Leary","doi":"10.1108/jpbm-01-2023-4303","DOIUrl":"https://doi.org/10.1108/jpbm-01-2023-4303","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in online consumer reviews.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first study, a qualitative conceptual mapping analysis was conducted, examining online consumer reviews to identify key concepts and their relationships in the context of luxury hotel brands. In the second study, the themes were further examined using a fuzzy-set qualitative comparative analysis to analyze their causal complexity and association between variables to determine how they influence the perceived helpfulness of online reviews for luxury hotel brands.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results underline the importance of functional, objective variables, such as the number of reviews and stars, as social proof heuristics and other factors, including clout, authenticity and analytic tone, as interpersonal communication heuristics. Therefore, consumers use a combination of social and interpersonal communication heuristics to extract information from reviews and manage deception risk.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The paper contributes to the consumer–brand relationship literature by assessing the heuristics consumers use in evaluating online reviews and provides additional information for research in online reputation management.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study’s results can help marketing practitioners and brand managers manage their online reputations better. It can also aid managers in improving their messaging on hotel websites to entice consumers to complete bookings. Heuristics play an essential role in such messaging and understanding them can help marketers appeal directly to their target market.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to the literature on consumer–brand relationships by providing a framework of heuristics that consumers use when evaluating luxury service brands and contributes to WOM and online reputation research by highlighting factors that may make online reviews more helpful.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139677556","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sustainable luxury brands: the moderating effects of salient identity-based goals","authors":"Jiarui Li, Jiyun Kang","doi":"10.1108/jpbm-04-2023-4452","DOIUrl":"https://doi.org/10.1108/jpbm-04-2023-4452","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal values (symbolism/universalism), SVOs (pro-self/prosocial orientation) and behavioral intentions toward sustainable luxury brands. It further explores whether these relationships may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Study 1 (<em>N</em> = 419) used an online experiment in which participants were randomly assigned to either salient personal or social identity conditions to test the proposed model. Study 2 (<em>N</em> = 438) used a fictional brand to further validate the findings. Hypotheses were tested using covariance-based structural equation modeling (CB-SEM) and multi-group SEM.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results indicate that prosocial orientation significantly increases consumers’ behavioral intentions toward sustainable luxury brands. Interestingly, pro-self-orientation can also drive intentions to support sustainable luxury brands when consumers’ personal identity is salient. Salient social identity can further strengthen the relationship between prosocial orientation and sustainable luxury behavioral intentions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study presents a novel, inclusive definition of sustainable luxury brands and adds theoretical rigor to the SVO framework by revealing the moderating role of salient identities, contributing to the body of knowledge in luxury brand research.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139680156","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Mapping the sustainability branding field: emerging trends and future directions","authors":"Jorge Nascimento, Sandra Maria Correia Loureiro","doi":"10.1108/jpbm-02-2023-4349","DOIUrl":"https://doi.org/10.1108/jpbm-02-2023-4349","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139589333","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity","authors":"Sann Ryu","doi":"10.1108/jpbm-11-2022-4230","DOIUrl":"https://doi.org/10.1108/jpbm-11-2022-4230","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic within the context of a crisis, depending on what the message offers.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>In Study 1 (<em>N</em> = 163), the brand messages were manipulated in terms of control (an empathetic claim only), monetary reward (with a discount offer) and cause-related marketing (CRM) conditions. In Study 2 (<em>N</em> = 150), the message effects were replicated using a different product category. In Study 3 (<em>N</em> = 216), the three brand messages were examined under high vs low involvement conditions.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results revealed a linear decrease in negativity in consumer responses when the brand message offers CRM activity, followed by one that offers a discount. It was also found that the monetary reward message was perceived to have greater persuasion intent and be more opportunistic than other message types under low involvement, whereas such effects disappeared under high involvement. Conversely, the CRM message was perceived to have greater persuasion intent and be more opportunistic under high involvement (vs low).</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Amidst the global economic impact and corporate landscape changes, there is limited understanding of consumer responses to crisis-related brand messages. Rooted in the attribution theory and the persuasion knowledge model, this study fills the gap by examining how consumers assess the underlying motives of different message types and perceive brands as taking advantage of the crisis situation.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139065887","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator","authors":"Yue He, Zan Mo, Huijian Fu","doi":"10.1108/jpbm-04-2023-4445","DOIUrl":"https://doi.org/10.1108/jpbm-04-2023-4445","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Four scenario-based experiments were conducted to probe the research questions.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c).</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study provides marketing practitioners with guidance on implementing the strategy of downward line extension.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138824800","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}