Editorial
| Published date | 18 September 2017 |
| Pages | 529-530 |
| Date | 18 September 2017 |
| DOI | https://doi.org/10.1108/JPBM-07-2017-1521 |
| Author | Francisco Guzman,Cleopatra Veloutsou |
| Subject Matter | Marketing,Product management,Brand management/equity |
Editorial
This is the sixth issue of Volume 26 of the Journal of Product
and Brand Management. It consists of nine contributions, all
on different product and brand management topics, by 24
researchers based at universities from ten different countries
and five continents.
The first two papers stem from the 11th Global Brand
Conference held at University of Bradford, Bradford, UK on
April 27-29, 2016.
The first paper, by Emmanuel Mogaji and Annie Danbury,
focuses on how UK banks use emotional appeals in their
advertisements and how this shapes consumers’ attitudes
towards their brands. Using both qualitative and quantitative
data, they conduct two studies that reveal that the use of
emotional appeals in their marketing communication
strategies leads to a bi-dimensional nature of feelings towards
the advertisements and thus how consumers relate to the
brand of the bank.
The second paper by Agus Harjoto and Jim Salas
investigates the impact of strategic and institutional
(normative) CSR on brand value and brand reputation.
Relying on secondary data and indicators, they find that
strategic CSR enhances brand value, while socially
irresponsible activities that are against social norms, values
and ethics, adversely affect the companies’ legitimacy and
adversely affect changes in brand reputation.
Tiebing Shi, Jiandong Li and Chi Lo Lim investigate the
factors impacting host country consumers’ attitudes toward
acquirers’ corporate brands and target brands after
cross-border-acquisitions (CBA). Using survey data from US
consumers, they find that:
●consumer ethnocentric tendencies (CETs) are negatively
related to attitudes toward a CBA event;
●attitudes toward a CBA event are positively related to
post-CBA attitudes toward the acquirer’s corporate brand;
●brand-image fit is positively related to attitudes toward a
CBA event, and post-CBA attitudes toward the acquirer’s
corporate brand and the target brand; and
●post-CBA attitudes toward the acquirer’s corporate brand
and the target brand are positively related.
Beat Wafler and Yuosre Badir analyse how twelve brands from
two global Multinational Companies (MNCs) deal with
market uncertainty and political instability in a newly
emerging market (Vietnam), and how this affected the impact
of their product marketing strategy (PMS) and product
(brand) performance. A comparative longitudinal paired case
study of a market entry by two global MNCs. Their findings
indicate that product standardization, adaptation and
semi-adaptation are processes applied to fit a product to a
newly emerging market.
Huda Khan, Richard Lee and Larry Lockshi study the
effectiveness of using standard versus localised packaging the
localisation, by examining the differential influence of
standard (Western) and local (Urdu) packaging on Pakistani
consumers’ perceptions and choice under conspicuous and
inconspicuous consumption situations. Their findings suggest
that indiscriminately localising the packaging of any products,
as they enter foreign markets may not be the most effective
strategy for international marketers.
Marco Vriens and Alessandro Martins Alves investigate
modelling implicit attitudes as potential drivers of overall
brand attitudes and stated behaviour and how the results are
expected to be different from brand driver models that are
based on explicit attitudes. Their findings, consistent across
five countries and 15 categories, show that implicit attitudes
result in a higher number of significant effects than their
explicit counterparts when used to explain behavioural
intentions, brand closeness and brand usage in a multivariate
situation. They also find fewer counter-intuitive effects in the
implicit models.
Toula Perrea, Athanasios Krystallis, Charlotte Engelgreen
and Polymeros Chrysochou study how customer value is
created in the context of novel food products, and how
customer value influences product evaluation. They propose a
model formed by a series of causal relations among value (i.e.
functional, social, hedonic, altruistic values) and cost
perceptions (i.e. price, effort, evaluation costs, performance
and product safety), their trade-offs (i.e. overall customer
value) and product evaluation outcomes (i.e. satisfaction,
trust). They find that perceptions about product quality,
likeability and ethical image predominantly formulate
customer value.
Choukri Menidjel, Abderrezzak Bernhabib and Anil
Bilgihan investigate both the relationships among brand
satisfaction, trust and loyalty and the moderating effects of
personality traits, namely, consumer innovativeness,
variety-seeking and relationship proneness, in the context of
fast-moving consumer goods. They find that brand loyalty is
the most affected (both directly and indirectly) by satisfaction
through the mediation of brand trust in both product
categories studied. Moreover, variety-seeking behaviour
negatively moderates the relationship between brand trust and
brand loyalty for fruit juices.
The final paper of this issue, by María Fuentes Blasco,
Beatriz Moliner Velázquez, David Servera Francés and Irene
Gil Saura, investigates the direct and indirect influence of
marketing and technological innovation on satisfaction and
word-of-mouth through three core constructs: store image,
consumer value and store brand equity in a retail store
context. They find that technological innovation is more
important than marketing innovation in shaping image, value
and satisfaction. Also, that store image is the variable that
most influences customer satisfaction and that satisfaction is a
significant antecedent of word-of-mouth behaviour.
For the assessment of the work that is presented in this
issue, the Journal of Product and Brand Management relied on
the help of eighteen reviewers. These reviewers are based in six
different countries on three continents, and five of them are
members of the journal’s editorial board. They are listed
below in alphabetical order:
●Eleftherios Alamanos, Newcastle University, UK.
●Manon Arcand, ESG-UQAM, Canada.
●Agnieszka Baruk, Lodz University of Technology, Poland.
●Debra Basil, University of Lethbridge, Canada.
●Charles Blankson, University of North Texas, USA.
Journal of Product & Brand Management
26/6 (2017) 529–530
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-07-2017-1521]
529
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