Journal of Brand Management

Original Article

Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification

Mobin Fatma, Imran Khan

Original Article

A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S.

Jihye Park, H. Rao Unnava

Original Article

Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands

Xia Jiang, Fengyi Deng, Qing Yao, Defeng Yang

Original Article

A proposed brand architecture model for UK fashion brands

Arooj Rashid, Louise Spry, Christopher Pich

Original Article

Brand hate experiences and the role of social media influencers in altering consumer emotions

Raphael Odoom, John Paul Basewe Kosiba, Priscilla Teika Odoom

Original Article

The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?

Pedro Almeida, Paulo Rita, Diego Costa Pinto, Márcia Herter