...Harriet Gray; Rebecca Dolan; Dean Charles Hugh Wilkie; Jodie Conduit; Amelie Burgess Purpose As brands progressively become instruments for consumers to advocate for social change, many feel pressure to engage in social purpose branding (SPB) through addressing social issues. In a rush to remain...

...Paurav Shukla; N. Meltem Cakici; Dina Khalifa Purpose Extant research captures the signaling and attitudinal effects of luxury brand prominence strategy; however, little is known about the underlying mechanisms that drive this effect. This study aims to uncover brand authenticity and brand...

...Jill Quest Purpose This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning frameworks. Previous literature has focused on brand meaning flowing from intangible associations, and new...

...Jasmina Ilicic; Stacey M. Brennan Purpose Consumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding the role of brand names in consumer decisions around healthfulness...

...Toni Eagar; Andrew Lindridge; Diane M. Martin Purpose Existing brand literature on assemblage practices has focused on providing a map or geography of brand assemblages, suggesting that an artist brand’s ability to evolve and achieve brand longevity remains constant. Using geology of assemblage...

...Ulf Aagerup; Svante Andersson; Gabriel Baffour Awuah Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans...

...Riza Casidy; Civilai Leckie; Munyaradzi Wellington Nyadzayo; Lester W. Johnson Purpose Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and perceived economic value...

...Gregorio Fuschillo; Julien Cayla; Bernard Cova Purpose This paper aims to detail how consumers can harness the power of brands to reconstruct their lives. Design/methodology/approach The authors followed five brand devotees over several years, using various data collection methods (long...

...Mark Avis; Isaac Levi Henderson Purpose This paper aims to critically evaluate the definition of the brand concept, support the critique with an empirical study and provide a definition to resolve the problems that have been identified. Design/methodology/approach This paper combines...

... at their disposal, such as the professional background of a designer or the brand that is associated with a particular design. Research limitations/implications This research was limited to a design's complexity as the central design element and to the effects of two naïve theories. Future research may also...

...Kunter Gunasti; Selcan Kara; William T. Ross, Jr Purpose This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint...

...Jacqueline Burgess; Christian Jones Purpose The purpose of this study is to investigate members’ reactions to the forced closure of a narrative video game brand community and its participatory culture. Design/methodology/approach The BioWare Social Network forums closure was announced...

... Excellence, Strong Black Woman (and Mother) and “Woke” Change Agent. Research limitations/implications This research signals how brands (mis)use issues concerning commercialised notions of feminism, equality and Black social justice activism as part of marketing that flattens and reframes liberationist...

... to investigate the effect of deliberation on brand choice and shows how deliberation magnifies the effect of endorsing logos, including unfamiliar logos. Malcolm John Wright can be contacted at: malcolm.wright@marketingscience.info 26 01 2018 12 03 2019 14 06 2019 By applying dual...

...Eric Van Steenburg; Francisco Guzmán Purpose The purpose of this paper is to investigate whether voters consider a candidate’s brand image when evaluating election alternatives. That is, how prominent a role does the candidate brand image have in the decision-making process? As election outcomes...

... sponsors Practical implications Event sponsorship offers an attractive platform for brands to demonstrate good corporate citizenship; therefore, marketers should consider ESR as a key criterion when selecting events to sponsor. Marketers should sponsor events with high event-sponsor portfolio fit...

...Kevin Lane Keller Purpose The purpose of this note is to provide some brand strategy perspectives to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth...

...David Aaker Purpose A response to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist? How persistence...

...Gerard J. Tellis Purpose This commentary aims to enrich and contextualize the paper by Sheth and Koschmann, “Do Brands Compete or Coexist?” How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth...

...Daniela Pirani; Benedetta Cappellini; Vicki Harman Purpose This paper aims to examine how Mulino Bianco, an iconic Italian bakery brand, has reshaped the symbolic and material aspects of breakfast in Italy, transforming a declining practice into a common family occasion. Design/methodology...