...Veronica Rosendo-Rios; Sangeeta Trott; Paurav Shukla Purpose This study aims to test consumer responses to brand transgressions from the novel angle of morality. It adopts a relational perspective while distinguishing between performance-related and performance-unrelated transgressions. Design...

...Janina Rebecca Kauz; Johanna F. Gollnhofer Purpose The purpose of this paper is to investigate a form of indirect comparative advertising in which an advertiser makes it clear which specific brand is being referenced without explicitly naming it (implicit referencing). This extends existing...

...Brittney Stephenson Purpose The purpose of this paper is to examine how the presence of brand elements (i.e. brand name, logo) on a business gift influences reciprocity motivation among gift-receiving consumers. Design/methodology/approach Across five experiments, the effect of branded (versus...

...Abhishek Behl; Chitrakshi Bhutani; Nirma Sadamali Jayawardena; M.S. Balaji Purpose This study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in online brand communities (OBCs...

...Rafael Barreiros Porto; Carla Peixoto Borges; Paulo Gasperin Dubois Purpose Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However...

...Jorge Nascimento; Sandra Maria Correia Loureiro Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future...

...Stephen Oduro; Alessandro De Nisco; Luca Petruzzellis Purpose This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify...

... researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding visual identity system when a new logo is introduced. Design/methodology/approach This study combines a content analysis of 335 posts on the logo review website Brand New...

...Denise Linda Parris; Francisco Guzmán Purpose This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore...

...Shubhomoy Banerjee; Ateeque Shaikh Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand...

... during crisis situations (such as a pandemic). Consumer behavior Covid-19 Economic crisis Health crisis Pandemic Branding Future of consumption Rebranding after Covid-19 Customer engagement Marketing strategy Corporate branding Rebranding Older consumers Covid-19 pandemic Lower-income...

...Frank Alpert; Mark Brown; Elizabeth Ferrier; Claudia Fernanda Gonzalez-Arcos; Rico Piehler Purpose This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain. Design/methodology/approach Using a purposive...

...Sung-Yun (Ashley) Chung; John Byrom Purpose This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand...

...Phuong Kim Thi Tran; Vien Ky Nguyen; Vinh Trung Tran Purpose This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance...

...Kendall Goodrich; Mark Benden; James Munch; Wakiuru Wamwara Purpose This study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of standing desk, which is hypothesized to positively affect...

...Audhesh K. Paswan; Francisco Guzmán; Zhi Pei Purpose The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of this paper is to answer this question, a strategic typology that integrates...

...Haemoon Oh; Misoon Lee; Seonjeong Ally Lee Purpose This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country. Design/methodology/approach Building on signaling theory, the authors...

...John F. Gaski Purpose This paper aims to dissect conceptual and semantic issues surrounding the word “brand.” Theoretical, operational and practical concerns resulting from the term’s use and misuse are exposed, some derived managerial problems are highlighted, and alternatives for resolving...

...Hasan Dinçer; Tuba Bozaykut-Buk; Şenol Emir; Serhat Yuksel; Nicholas Ashill Purpose The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance. Design...

...Bradley P. Evans; Richard G. Starr; Roderick J. Brodie Purpose This paper aims to apply a broader perspective of branding to foster new insights and develop strategies to address product counterfeiting. Design/methodology/approach A review of the counterfeiting and branding literature leads...