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Journal of Product & Brand Management Cover Image for Volume 35, Issue 4
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Volume 35,
Issue 4,
26 March 2026
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Volume 34, Issue 4, April 2025

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Journal of Product and Brand Management advances the theoretical and managerial knowledge of products and brands.

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Brand heritage matters: the challenges of maintaining continuity in the metaverse
Local brand preference under global mobility: identity-related orientations and social categorization effects
Online brand advocacy and video game consumers
Packaging design complexity and purchase intention for multifunctional products: mediation by inferred corporate ability and moderation by processing style
Connecting across borders: the role of social media influencers in expatriate experiences
Open access articles
May 07 2026
Online brand advocacy and video game consumers
Naser Pourazad, Ehsan Abedin et al.
March 03 2026
From unity to uproar: exploring how advocacy fusion and relationship norms shape cause advocate response to brand activism
Rachel Esther Lim
February 27 2026
Exploring consumer support for brand activism: a four-segment typology
Andrea R. Bennett, Laura Pricer et al.
January 22 2026
Understanding the cascade effect: the role of emotions in opportunistic product recall outcomes
Shahid Hussain, Asim Qazi et al.
January 09 2026
Brand hate: unraveling antecedents, moderators, and consequences through meta-analysis
Wagner Junior Ladeira, Weng Marc Lim et al.

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Editor(s):
Dr Cleopatra Veloutsou

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