Journal of Product and Brand Management最新文献

{"title":"Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude","authors":"Chao Fan, Feng Jiang, Mingzhe Yu, Xiaobo Tao","doi":"10.1108/jpbm-04-2023-4449","DOIUrl":"https://doi.org/10.1108/jpbm-04-2023-4449","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.</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":"138743417","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":"The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model","authors":"Revanth Kumar Guttena, Cedric Hsi-Jui Wu, Ferry Tema Atmaja","doi":"10.1108/jpbm-05-2022-3999","DOIUrl":"https://doi.org/10.1108/jpbm-05-2022-3999","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138714611","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":"Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement","authors":"Paula Rodríguez-Torrico, Rebeca San José Cabezudo, Sonia San-Martín","doi":"10.1108/jpbm-10-2022-4181","DOIUrl":"https://doi.org/10.1108/jpbm-10-2022-4181","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Insofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2023-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138579229","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":"Why can’t you be all talk to get things done? Consumer acceptance of voice-assisted products","authors":"Yazhen Xiao, Huey Yii Tan","doi":"10.1108/jpbm-10-2022-4204","DOIUrl":"https://doi.org/10.1108/jpbm-10-2022-4204","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Voice assistant technology represents one of the most radical artificial intelligence innovations. Drawing on the processing fluency theory and consumer learning literature, this study aims to explore how consumer acceptance of new products is influenced by voice assistant function (VAF), along with the impacts of role clarity and learning modality.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Four between-subjects experimental studies were conducted. Study 1 tested the main effect of VAF on consumer acceptance. Study 2 included role clarity as a mediator between VAF and consumer acceptance. Study 3 examined the moderation effect of learning modality and contrasted the effectiveness of experiential and verbal learning in helping increase consumer acceptance. Study 4, as a post hoc study, tested serial mediations to validate whether processing fluency was indeed the mechanism explaining the indirect relationship between VAF and consumer acceptance via role clarity.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The negative impact of VAF on consumer acceptance was demonstrated in all four studies. Studies 2 and 3 showed VAF decreased role clarity which further influenced consumer acceptance. Moreover, Study 3 evidenced that experiential learning was more effective than verbal learning in increasing consumer acceptance of voice-assisted products via role clarity. Study 4 demonstrated that VAF decreased role clarity, which in turn decreased processing fluency, leading to lower consumer acceptance.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research views the usage of voice-assisted products as a coproduction process between consumers and the VAF. Accordingly, findings provide novel insights into processing fluency of tasks assisted by VAF through the lens of role clarity and learning modality, which enriches the understanding of potential barriers and opportunities for consumers to accept voice-assisted products.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138579458","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":"The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity","authors":"Taeyeon Kim, Hye Jin Yoon","doi":"10.1108/jpbm-03-2023-4376","DOIUrl":"https://doi.org/10.1108/jpbm-03-2023-4376","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results demonstrated that individuals with lower trust propensity responded more positively to a microinfluencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the megainfluencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138579284","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":"To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship","authors":"Augusto Bargoni, Jacopo Ballerini, Demetris Vrontis, Alberto Ferraris","doi":"10.1108/jpbm-11-2021-3722","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3722","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to explore the impact of brand authenticity dimensions (i.e. aesthetic, symbolism, heritage, originality, quality commitment and virtue) on consumer engagement in the context of social media. This study answers to the need of scholars to understand consumer behaviour towards family and non-family firms’ brand authenticity constructs and for practitioners to find the correct levers to increase consumer engagement.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Top 10 European family firms with a retrievable Facebook (FB) page from the Global Family Business Index have been selected. Then, the study analysed family firms’ social media consumer engagement versus their non-family business direct competitors on a sample of 21.664 FB posts over a four-year period, leveraging multi-group analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results outline that three out of six brand authenticity dimensions posted on FB are statistically arousing more interactions respect to non-authenticity-related contents when posted by family firms. However, there are no statistically significant findings when brand authenticity content is posted by the non-family competitors.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This research is helpful for practitioners and entrepreneurs who might want to strengthen their social media brand strategies. With this regard, the study provides insights on which elements of brand authenticity are perceived by consumers as more engaging and which levers to use when communicating the familiness of the company.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of authors’ knowledge, this is one of the earliest studies crosscutting the family business and brand authenticity literature streams to conduct an empirical analysis based on official FB data with a data set of over 20,000 observations. Moreover, this study assesses that not every dimension of the brand authenticity construct is relevant in the context of social media and that its effectiveness depends on the firms’ familiness.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138505470","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":"Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles","authors":"Aidin Namin, Seth Ketron","doi":"10.1108/jpbm-10-2021-3715","DOIUrl":"https://doi.org/10.1108/jpbm-10-2021-3715","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>While prior research has investigated factors that predict consumers’ information search behaviors as they relate to automobiles, such studies were conducted prior to the COVID-19 pandemic. Given that the pandemic has necessitated lockdowns, social distancing, business closures and other disruptions to normal shopping activities, consumer information search behaviors have also been substantially altered as the psychological distance between consumers and marketers has increased. Thus, this study aims to examine these changes and identify patterns of search behavior for a major durable product: automobiles.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using survey data from before and during the pandemic, the study implements Finite Mixture Modeling to unveil latent segments of U.S. consumers’ search behaviors and choices for Japanese automobiles. This analytic method enables capturing consumer unobserved heterogeneity through mixing probabilities guided by individual characteristics. These segments are determined based on consumers’ information search for online and offline marketer-controlled and nonmarketer-controlled sources.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study identifies that two segments of consumers emerge both prior to the pandemic and during the pandemic. These empirically validated findings indicate that the pandemic has led to shifts in consumers’ information search behaviors for Japanese automobiles by relying more on nonmarketer-controlled sources of information.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This work is among the first comprehensive empirical analyses of consumer search for a major durable product by comparing pre- and during pandemic patterns. Using analytics and econometrics, the first-hand analysis findings offer meaningful implications for marketers and product managers in the automotive industry.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138505537","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":"When is sustainability an asset? The interaction effects between the green attributes and product category","authors":"Siyu Gong, Li Wang, P. Peverelli, Danni Suo","doi":"10.1108/jpbm-06-2021-3534","DOIUrl":"https://doi.org/10.1108/jpbm-06-2021-3534","url":null,"abstract":"\u0000Purpose\u0000Products that espouse environmental ethical principles have received increasing attention in recent years. However, one key barrier against sustainable consumption is that green attributes could result in consumer’s expectation of decreased product physical performance. This study aims to investigate how green attributes existing in different product categories affect consumer purchase intention.\u0000\u0000\u0000Design/methodology/approach\u0000Two experimental studies were conducted to test the hypotheses. Study 1 provides initial evidence of the interaction effects between green attributes and product category on consumer purchase intention. Study 2 replicates the findings of Study 1 and further tests a benefits-based mechanism in the relationship between green attributes and consumer purchase intention.\u0000\u0000\u0000Findings\u0000The findings show that in the utilitarian product category, products with green peripheral attributes result in a higher purchase intention than those with green core attributes, whereas, in the hedonic product category, products with green core attributes result in a higher purchase intention than those with green peripheral attributes. Furthermore, the authors demonstrate that green attributes, as universal sustainability cues predominantly affect consumers’ perceptions of utilitarian environmental benefits and self-expression benefits, which further enhance their purchase intention towards utilitarian products and hedonic products, respectively.\u0000\u0000\u0000Originality/value\u0000This study responds to the calls for more empirical studies into discussing the role of green attributes in consumer purchase intention. Furthermore, it uncovers a benefits-based mechanism that explains how green attributes existing in utilitarian product categories and hedonic product categories trigger consumers’ analysis of benefits, leading to positive consumer purchase intention.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42674722","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":"Are product design researchers and practitioners on the same page? The way professional product designers view creative design","authors":"Ardalan Sameti, S. Koslow, Arash Mashhady","doi":"10.1108/jpbm-07-2021-3560","DOIUrl":"https://doi.org/10.1108/jpbm-07-2021-3560","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore professional product designers’ views on creative design and to compare their viewpoints with the related academic literature on product marketing.\u0000\u0000\u0000Design/methodology/approach\u0000To find the designers’ views on creative design, face-to-face in-depth interviews based on repertory grid analysis and semi-structured questions were conducted with 32 professional and award-wining product designers who mostly design for international producers.\u0000\u0000\u0000Findings\u0000Although marketing scholars often approach design as a noun – something that can be viewed and analysed as a bundle of attributes, dimensions or characteristics – professional designers view design differently. To them, design is a verb, a problem-solving process through which they meet the challenges consumers have with products. Comparing professional product designers’ views on design creativity with the main topics in the product marketing literature places scholars’ dispositionalism against designers’ situationalism; it also enables marketing scholars to improve their viewpoints on product design and to bring practical problem-solving and design thinking into their research. This also increases mutual understanding between marketers and designers.\u0000\u0000\u0000Research limitations/implications\u0000This research enhances the knowledge of marketing scholars, marketers and designers about each other’s perspectives on product design creativity, which will improve their mutual understanding and the business-to-business relationship between marketers and designers.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is the first study that has attempted to discover product designers’ opinions on the main topics in the related academic literature.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47901076","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":"The missing link in the evolution of product design: a strategy roadmap towards product development success","authors":"Ardalan Sameti","doi":"10.1108/jpbm-10-2020-3181","DOIUrl":"https://doi.org/10.1108/jpbm-10-2020-3181","url":null,"abstract":"\u0000Purpose\u0000The literature on product design/development (PD) has attempted to understand the consumer but has not provided a comprehensive framework for product marketers and designers. Thus, this paper aims to compile and link the main topics in the literature on PD to create a foundation for strategic development in this field.\u0000\u0000\u0000Design/methodology/approach\u0000This research adopted a “fit-for-purpose” methodology, a cross-referencing method and a meta-narrative approach that are appropriate for reviewing studies in a field involving complex topics and areas in which the literature is still developing.\u0000\u0000\u0000Findings\u0000To enhance the quality of product development, there is a need for PD strategy based on a clear understanding of many factors: the consumer; the complex interrelations among a product’s values, dimensions and personalities; PD theories; and other related variables.\u0000\u0000\u0000Practical implications\u0000This study found that PD studies should concentrate more on codifying strategies to enhance product development success. This is particularly important in view of consumers’ varied and changeable tastes in the global market and the differing insights of product marketers and designers.\u0000\u0000\u0000Originality/value\u0000This comprehensive systematic review is a unique study that contributes to future business-to-consumer and business-to-business research by compiling scattered and hidden strategies, theories and variables in the PD/development literature.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45089362","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}