J. Joško Brakus
University of Leeds
AdvertisingFeelingBusinessBrand awarenessPsychologyMarketingCognitionBrand equityConsumer behaviourPerceptionLoyaltyPleasureDigital signageHappinessStyle (sociolinguistics)Brand experienceExperiential learningAffect (psychology)Computer scienceBrand managementSocial psychology
Publications 39
#1Lia ZarantonelloH-Index: 15
#2Silvia GrappiH-Index: 19
Last. J. Joško BrakusH-Index: 12
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The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).,This paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.,I...
2 CitationsSource
#1J. Joško BrakusH-Index: 12
#2Yi-Chun OuH-Index: 4
Last. Lia ZarantonelloH-Index: 15
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Anecdotal evidence suggests that incidents like the recall of the exploding Samsung Galaxy 7 phones drive owners of other (competing) brands to experience and express feelings of joy when a rival brand fails (e.g., “the hottest phone in the streets!”). Although consumers sometimes experience brand-related schadenfreude—that is, joy out of other brand’s failure—, psychological processes driving schadenfreude are not clearly understood (Hickman & Ward, 2007; Van Dijk, Van Koningsbruggen, Ouwerkerk...
#1Charles Dennis (Middlesex University)H-Index: 37
#2J. Joško Brakus (University of Leeds)H-Index: 12
Last. Tamira KingH-Index: 2
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The authors investigate gender shopping styles across countries and explore whether differences between male and female shopping styles are greater than differences in shopping styles between consumers across countries. The study develops a conceptual model to test Eagly and Wood's (1999) convergence hypothesis. Applied to shopping, this predicts that men and women should become more similar in shopping styles as traditional gender-based divisions in wage labor and domestic labor disappear. The ...
5 CitationsSource
#2J. Joško BrakusH-Index: 12
Last. Ambra BriziH-Index: 8
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This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone or social media. It focuses on the effect that value co-creation has on consumers’ shopping behaviour as well as on the perceived contribution of a shopping channel to their wellbeing, with a focus on individuals who perceive themselves as being socially excluded, particularly by mobility disability...
12 CitationsSource