Editorial

Published date12 March 2018
Pages101-102
Date12 March 2018
DOIhttps://doi.org/10.1108/JPBM-01-2018-1721
AuthorFrancisco Guzman,Cleopatra Veloutsou
Subject MatterMarketing,Product management,Brand management/equity
Editorial
Welcome to the second issue of Volume 27 of the Journal of
Product and Brand Management. T his issue has in total nine
contributions, all on current an d relevant brand and product
management topics. We hope tha t you nd this issue
enjoyable and useful for your resear ch. The authors of the
nine papers in this issue are resear chers based at universities
from ten different countries.
Gary Davies, José Rojas-Méndez (member of the JPBM
Editorial Review Board), Susan Whelan, Melisa Mete and
Theresa Loo review published measures of brand personality
and re-analyzetwo existing data bases and one new database to
argue and test for brand personality dimensions derived from
perceptiontheory. They nd that three dimensions,generic and
relevant to all contextsand cultures, derived from signalingand
associatedtheory emerge: sincerity,competence and status.
Nazuk Sharma investigates the impa ct of incorporating
product shadows in brand advert ising on consumer brand
evaluations. Through three stu dies, the study demonstrates
how the presence of a products cast shad ow in a brands
promotional frame implicitly inue nces brand evaluations
differently for experiential ver sus functional brands. The
ndings highlight the importanc e of using appropriate visual
elements (especially subtle ele ments like product shadows) to
ensure communication consiste ncy of the rm-formulated
brand concept to the consumer-pe rceived brand image.
Xian Liu, Helena Lischka and Peter Kenning explore the
cognitive and emotional effects of values-related and
performance-related negative brand publicity, and investigate
how the psychological effects translateinto different behavioral
outcomes through two experimental studies. Their results
suggest that values-related negativebrand publicity is perceived
as more diagnostic and elicits a stronger emotion of contempt,
but a weaker emotionof pity than performance-related negative
brand publicity. Whereas, values-related negative brand
publicity has a strongernegative impact on consumer responses
than does performance-relatednegative brand publicity.
Juan Mundel, Patricia Huddleston, Bridget Behe, Lynnell
Sage and Caroline Latona test the relationship between
consumersperceptions of product type (utilitarian vs hedonic)
and the attentional processes that underlie decision-making
among minimally branded products. The study uses eye tracking
measures (i.e. total xation duration) and data collected through
an online survey. Their ndings show that consumers spend
more time looking at hedonic (vs utilitarian) and branded (vs
unbranded) products, inuencing perceptions of quality.
Claudia Costa and Rita Coelho do Vale analyze the
implications of communicating customer involvement in
the ideation and concept stage of new product development.
The study assesses the extent to which the awareness that a
product was co-created jointly by company professional
designers and consumers affects observer consumersattitudes
toward the product and the company. Their ndings suggest
that there are benetsat the corporate level (higher perceptions
of innovation ability) to inform the market about consumer
involvement, but that these benets are not universal and that
productcomplexity is a critical boundarycondition.
Liezl-Marie Kruger explores ho w self-brand connection is
associated with brand loyalty thr ough brand experience. With
data obtained from 317 adults through paid Facebook
Boosting of an online survey, the ana lysis conrms that brand
experience fully mediates the asso ciation between self-brand
connection and brand loyalty. Thi s paper is the rst to apply
self-verication theory to the s elf-brand connectionloyalty
relationship by explicating bran d experience as a mediator of
this relationship.
Holger Schmidt and Jörn Redler contr ast research streams
in corporate brand management (C BM) and an orientation
toward general strategy to exami ne whether CBM research is
as diverse as research on general strategy an d to identify
potentially new research perspe ctives within CBM. Their
analysis suggests that most schools of C BM are built on
rational and prescriptive approach es, while political and
emergent conceptions are hardly addr essed, resulting in
mostly homogenous approaches. This is the rst paper to
apply reasoning and perspective s that have contributed to
signicant developments in gener al strategy research to the
current situation in CBM research . It introduces a novel way
to analyze and discuss development s between and within
CBM schools of thought.
Stefan Scheidt, Carsten Gelhard, Juliane Strotzer and Jörg
Henseler explore the co-branding of celebrity CEOs and
corporate brands, integrating endorsement theory and the
concept of meaning transfer at a level of brand attributes.
Through two between-subjects experimental studies, they
conrm meaning transfer effects at the brand attribute level in
both the celebrity-CEO-to-corporate-brand and corporate-
brand-to-celebrity-CEO direction. The paper provides
managerial guidance for building celebrityCEOs and corporate
brandsin consideration of meaning transfereffects.
Finally, Elif Karaosmanoglu, Didem Isiksal and Nesenur
Altinigne test whether extrinsically religious people tolerate
corporate brandsmore than intrinsically religious individuals at
differenttransgression levels (severeand mild) and punish them
less than the latter. Through a 2 2 experimental design, they
nd that while the main effect of corporate brand transgression
on punishing behavior does not appear in the analysis,
religiositys main effect on the latter does. Unexpectedly,
extrinsically religious consumers punish corporate brand
transgressorsmore than their intrinsicallyreligious counterparts
regardlessof the transgression severitylevels.
For this issue, the Journal of Produc t and Brand Management
relied on the help of 24 reviewers based in 11 different
countries. They are listed below in alphabeticalor der:
Clinton Amos, Weber State University, USA;
Maureen Benson-Rea, University of Auckland, New
Zealand;
Adam Brasel, Boston College, USA;
George Chrysochoidis, University of Kent, UK;
Catherine Da Silveira, Universdade Nova de Lisboa,
Portugal;
Roy Donald, Middle Tennessee State University, USA;
Elena Fernández Blanco, Universidad Ponticia de
Salamanca, Spain;
Nicholas Ind, Oslo School of Management, Norway;
Journal of Product & Brand Management
27/2 (2018) 101102
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-01-2018-1721]
101

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