Brand in UK Law

  • Brand hate
    • Nbr. 25-1, March 2016
    • Journal of Product & Brand Management
    • 11-25
    Purpose: – This study aims to investigate the nature of brand hate, its antecedents and its outcomes. Design/methodology/approach: – The authors conduct two quantitative studies in Europe. In Stud...
  • Brand forgiveness
    • Nbr. 28-5, August 2019
    • Journal of Product & Brand Management
    • 633-652
    Purpose: This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three co...
  • Brand vulgarity
    • Nbr. 27-4, July 2018
    • Journal of Product & Brand Management
    • 404-414
    Purpose: The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is growing a...
  • Brand Performance Comparatives
    • Nbr. 2-1, January 1993
    • Journal of Product & Brand Management
    • 42-50
    In traditional importance‐performance analysis, self‐reported relative importance weights and “own” brand performance ratings are combined to yield assessments of current market standing. Discusses...
  • Brand loyalty: exploring self-brand connection and brand experience
    • Nbr. 27-2, March 2018
    • Journal of Product & Brand Management
    • 172-184
    Purpose: This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand ...
  • Brand skill: linking brand functionality with consumer-based brand equity
    • Nbr. 26-5, August 2017
    • Journal of Product & Brand Management
    • 477-491
    Purpose: This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach: A mixed-methods approach was adopted including a qual...
  • Fostering brand love in Facebook brand pages
    • Nbr. 43-5, September 2019
    • Online Information Review
    • 710-727
    Purpose: The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consum...
  • Brand name substitution and brand equity transfer
    • Nbr. 21-2, April 2012
    • Journal of Product & Brand Management
    • 117-125
    Purpose: Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear...
  • Brand communities’ relational outcomes, through brand love
    • Nbr. 28-2, March 2019
    • Journal of Product & Brand Management
    • 154-165
    Purpose: This paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love. Design/methodo...
  • Strategic brand association maps: developing brand insight
    • Nbr. 20-2, April 2011
    • Journal of Product & Brand Management
    • 92-100
    Purpose: The primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis‐à‐vis key comp...
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