Journal of Brand Management

Original Article

Conceptualising and measuring consumer perceptions of brand wastefulness

Alexandria M. Gain, Leonard V. Coote, André Bonfrer

Original Article

How rarity and exclusivity influence types of perceived value for luxury

Xujia Wang, Billy Sung, Ian Phau

Original Article

How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

Zhucheng Shao, Jessica Sze Yin Ho, Garry Wei-Han Tan, Keng-Boon Ooi, Prianka Sarker, Yogesh K. Dwivedi

Original Article

How can brands mitigate the consequences of negative digital customer experience? Investigating roles of brand attachment, brand community support, and adaptive coping

Sampa Anupurba Pahi, Anuj Jain, Debasis Pradhan

Original Article

How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction

Fan Zhang, Huan Li, Zewei Xue, Jiaxun He