Journal of Brand Management
Papers 1277
1 page of 128 pages (1,277 results)
#1Patrícia Dias (UCP: Catholic University of Portugal)H-Index: 8
#2Rita Cavalheiro (UCP: Catholic University of Portugal)
The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we address the jewelry brand PANDORA as a case study. In our empirical research, we intend to understand the role of storytelling in the creation of brand love when it is used as a brand communication technique. In addition, we chose the brand PANDORA be...
#1Tunmin Catherine Jai (TTU: Texas Tech University)
#2Xiao Tong (UA: University of Alabama)
Last. Hsiangting Shatina Chen (UA: University of Alabama)
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As social media has developed in the past two decades, researchers have been investigating how to build brand loyalty on social media platforms. However, there is a lack of comprehensive review on the findings of studies in this area. The purpose of this study is to identify research gaps and inform future research directions by conducting a field examination on the scholarship of building brand loyalty on social media. The study reviewed a total of 86 papers on building brand loyalty using soci...
#1Reza Fazli-Salehi (SCSU: St. Cloud State University)
#2Ivonne M. Torres (NMSU: New Mexico State University)H-Index: 9
Last. Miguel Angel Zúñiga (MSU: Morgan State University)H-Index: 6
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The purpose of this study is to explore the impact of consumers’ personality traits on self-brand connection and communal-brand connection with anthropomorphized versus objectified brands for high- versus low-involvement product categories. This study contributes to the understanding of human interactive personality traits on self-concept and their behavioral outcomes. Additionally, this study expands the elaboration likelihood model by depicting how personality traits can have different effects...
#1Zhan Wang (SCSU: St. Cloud State University)
Driving consumer brand engagement is essential for firms. With continual disruptions in traditional consumer brand communications and increased demand upon consumer attention and noise, firms utilize increased engagement to drive brand loyalty and resonance. However, mechanisms by which consumers engage with brands, particularly through social media, are less clear. This study sheds light on customer engagement by proposing a model that tests determinants influencing customers' engagement with a...
#1Ridhwan O. Olaoke (EMU: Eastern Mediterranean University)
#2Steven W. Bayighomog (Cyprus International University)H-Index: 4
Last. Mustafa Tumer (EMU: Eastern Mediterranean University)H-Index: 7
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This research aims at exploring the nonlinear relationship between brand experience and outcome variables, i.e. consumer satisfaction and brand loyalty. The aim is to demonstrate that increased brand experience does not always lead to positive responses from customers in terms of satisfaction and loyalty drawing from the “too-much-of-a-good-thing” meta-theoretical principle. Data were collected from 274 participants through questionnaires administered randomly in populated areas and further anal...
#1Hemant C. Sashittal (St. John Fisher College)H-Index: 17
#2Avan R. Jassawalla (State University of New York at Geneseo)H-Index: 16
This paper reports a three-stage study of user–brand interactions on YouTube. An initial exploration identified unique, previously unknown, constructs active in this context. Grounded hypotheses and scales were tested via two surveys separated by approximately 15 month; first survey taken pre-Covid was followed by a second survey in May 2021 (Covid-vaccine present environment). We report that YouTube usage is significantly shaped by feelings of social dread; users find comfort and fall into a Yo...
Corporate brands convey unique information to consumers and promote their intention to use product brands, as it is possible for product brands to express the characteristics and mission of corporate brands. In this way, they exert a synergistic effect when corporate and product brand images overlap. This study hypothesises that matching these two brand images increases purchase intention in the automobile industry. Propensity score matching was applied to the results of online surveys conducted...
#1Renée Rahman (University of Wuppertal)
#2Tobias Langner (University of Wuppertal)H-Index: 10
Last. Dirk Temme (University of Wuppertal)H-Index: 12
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Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative an...
#1Tiebing Shi (Northwest Missouri State University)
#2Han Yu (UNC: University of Northern Colorado)
Last. Chi Lo Lim (Northwest Missouri State University)
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This paper aims to investigate the structural impacts of consumer ethnocentric tendencies (CETs) and consumer affinity on attitudes toward a cross-border-acquisition (CBA) event and the spillover effects of attitudes toward a CBA event on post-CBA attitudes toward foreign brands in the industry where the CBA event occurs. Two studies were conducted to examine whether the relationships remain unchanged across different groups based on multi-group structural equation modeling (SEM) for multiple gr...
#1Yan Feng (PKU: Peking University)H-Index: 1
#2Wen Cao (PKU: Peking University)
Last. Yeujun Yoon (Kyung Hee University)H-Index: 1
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This study investigated a new role of tourism as a brand management tool for multinational firms (MNFs) whose country of origin is a tourist destination. Through an increased understanding of the external effect of international tourism at the firm level, important implications for MNF managers can be derived. To this end, we collected secondary historical data from various reliable sources, such as Interbrand,, World Bank, and Bloomberg. We proposed brand equity models for MNFs and em...
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Top fields of study
Brand equity
Employer branding
Brand loyalty
Brand management