Editorial
| Date | 20 August 2018 |
| Published date | 20 August 2018 |
| DOI | https://doi.org/10.1108/JPBM-08-2018-004 |
| Pages | 469-470 |
| Author | Cleopatra Veloutsou,Francisco Guzman |
| Subject Matter | Marketing,Product management,Brand management/equity |
Editorial
Welcome to the fifth issue of Volume 27 of the Journal of
Product and Brand Management. T his issue has in total nine
contributions mostly focusing on brand management, with
work that examines the role of sens es in understanding and
evaluating brands, the effect of brands when presented
together, brand strength and em ployer branding. We hope
that you find this issue enjoyabl e and that these papers will
contribute to your research an d academic thinking. The
contributions in this particula r issue were authored from
twenty-five who work in ten differ ent countries.
The first three papers focus on the role of sen sual stimuli in
branding with an emphasis on behavioura l outcomes. Clearly,
many types of sensual stimuli ar e key in enhancing brand
experiences that lead to brand e valuations and brand related
consumer behaviour, and as a res ult, research in this area has
increased in the past few years.
Leonidas Hatzithomas, Panagiot is Gkorezis, Athina Zotou
and George Tsourvakas examine the role of store
atmospherics in generating wor d of mouth (WoM) for short-
life-cycle products. The study us es data collected from 314
students recruited outside la rge cinemas in Thessaloniki
(Greece) to assess how movie theatres ’atmospherics predict
positive WoM intentions for movie s. The results support that
atmospherics generate positiv e emotions that lead to attitude
towards the movie (brand) and inten tions to share positive
comments and recommend the movie (p ositive WoM).
Damien Hallegatte, Myriam Ert z and Francois Marticotte
focus on brands with a past and evaluate the role of retro
music in triggering behaviour ex pressed through the
willingness to attend an event (pur chase), the intention to
share positive WoM, and the will ingness to pay a price
premium. A total of four experi ments in different scenarios
with 181 subjects, chosen based on their knowledge of rock
music, revealed that mixing the pa st and the present for a retro
brand partially impacts consume r behaviour. In particular this
tactic increases the willingnes s to attend an event and the
willingness to pay a price premium, bu t not the intention to
generate more positive WoM.
The conceptual paper authored from Andreas Eklund and
Miralem Helmefalk is based on a stron g literature review of
work published in marketing and psyc hology. The authors
propose a conceptual framework that illustrates ho w visual-
tactile interplay provokes vari ous consumer responses in
terms of cognition, emotion, and be haviour. The authors also
argue that the responses depend on whethe r the focal objects
are brands, products or services capes.
Brands are not only assessed on the basis of stimuli and
atmospherics, but also on the basis of various associations,
including the association with other brands. The following two
papers discuss brand alliances and the various effects of
presenting multiple brands together in various contexts.
Daniel Böger, Pascal Kottemann and Rein hold Decker use
data from 317 respondents collected on line to examine the
effect of using two well-known br ands, with distinguishable
associations and look, as paren t brands on the perception of a
newly formed co-branding allianc e. They find that the
perception of a co-brand arises from a weighted merge of the
multiple parent brands’perception s and the relevant use of
each of the parent brands in supporting the newly fo rmed co-
brand.
Arpita Agnihotri, Saurabh Bhatta charya and Satya Prasad
look at another form of co-brandin g, multiple celebrity
endorsements. The data for this stu dy were collected from
various Indian archival sources . The results indicate that
reputable celebrities can posit ively influence a brand, as the
company’s valuation increases as ce lebrity endorsement
increases. The results also indic ate that this effect is not
present for endorsement in socia l media.
The overall objective of any company is to bu ild stronger
brands. The next three papers concent rate on brand strength
measures, in terms of brand evaluatio ns, brand attachment,
and brand equity.
Sabrina Hegner, Ardion Beldad and Ruth Hulzink focus on
the tactics that companies should ad opt in crisis situations to
protect the overall evaluation of their brand. Data were
collected from experiments wit h 180 Dutch participants. The
study finds that when a company discloses inform ation,
consumers’attitudes, trust, and purchase intention are higher
compared to when the disclosur e is from another source. The
type of the crisis also affects the overal l evaluations and
behavioural intentions.
Anna Vredeveld uses data from 447 onlin e respondents to
examine the effect of external emotional br and connections
and emotional intelligence on bran d attachment. The findings
indicate that both external emo tional brand connections and
emotional intelligence lead to brand attachment, which in
turn can lead to more positive brand at titudes and purchase
intention.
Marta de Oliviera, Aline Stefanan and Mauri Leodir Lobler
focus on brand equity and investors’risk. They use monthly
data of 732 stocksin the Latin American market over a 10-year
period, collectedby Economatica, to examinethe most valuable
brandsin the region as reported by MillwardBrown. The results
indicate that a lowerrisk for investors exists whenthey invest in
the mostvaluable brands in these emergingmarkets.
In the final paper of this issue, Lorena Ronda, Carmen Valor
and Carmen Abril use a systematic literature review to examine
employer brand attractiveness. The paper proposes a framework
that supports employer choice that consists from employer
attributes, employee benefitsand employee perceived value.
For this issue, the Journal of Produc t and Brand Management
relied on the help of 21 reviewers based in ten different
countries and four continents . They are listed below in
alphabetical order:
Antonio Azevedo, Universidade do Minho, Portugal
Mike Breazeale, Mississippi State University, USA
Isabel Buil, Universidad de Zaragoza, Spain
Kalliopi Chatzipanagiotou, University of Glasgow, UK
Michelle Childs, University of Tennessee, USA
Kesha K Coker, Eastern Illinois University, USA
Arezoo Davari, Eastern Washington University, USA
Nebojsa S. Davcik,University Institute of Lisbon,Portugal
Nabil Ghantous, Qatar University, Qatar
Mark Goode, Cardiff Metropolitan University, UK
Julien Grobert, IAE de Toulouse, France
Journal of Product & Brand Management
27/5 (2018) 469–470
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-08-2018-004]
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