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SPECIAL ISSUE on Branding in the era of Web 2.0 (and beyond). DEADLINE 01-04-2016

Special issue call for papers from Journal of Product & Brand Management

Guest Editors

Prof. David Taylor, John F. Welch College of Business, Sacred Heart University, USA, Email: [email protected]
Prof. Iryna Pentina, College of Business and Innovation, University of Toledo, USA, Email: [email protected]

Historically, brand management was controlled by the firm, and brand meaning was communicated via mass advertising. Brand identities were created and closely guarded by companies that expressed them in marketing communications campaigns. While the role of consumer-to-consumer communication, or word-of-mouth, was influential, its reach was limited. Today, however, consumers have a powerful voice in sharing brand experiences with a wide audience (Kuksov et al., 2013).

Web 2.0 – the digital paradigm that allows users to interact and collaborate with each other through social media and interactive web sites -- has changed the consumers’ role from that of listeners to active participants in brand storytelling (Singh and Sonnenburg, 2012). These interactions can shape consumers’ perceptions of products and brands, as well as purchase intentions (Hutter et al., 2013).

Customers can talk directly to one another and respond publicly to brand communications, and because managers cannot control these conversations, they must try to guide, rather than manage, them in a manner consistent with the firm’s goals (Mangould and Faulds, 2009).

This special edition seeks to explore these processes through theoretically driven empirical research. Some of the topics of interest for this special edition include, but are not limited to:

  • Effects of electronic word-of-mouth (EWOM), including online comments and reviews, on brand image
  • Implications of User Generated Content (UGC) in branding
  • Consumers’ co-option of brands into their online identities and narratives
  • Viral branding campaigns
  • Corporate response strategies to negative communications
  • Interaction of personal brands and corporate brands in social media
  • Brand sponsorships of video bloggers and “YouTube celebrities”
  • Brand authenticity in social media interactions
  • Paradigms and frameworks for brand co-creation
  • Social media’s role in celebrity branding
  • Integration of social media into branding campaigns
  • Encouraging consumer engagement with brands while managing brand image
  • Brand personalities in the age of social media
  • Innovative techniques for measuring and assessing online brand performance
  • Customers as stakeholders in online branding
  • Consumer sharing and/or co-creation of brand stories
  • Online brand communities
  • Boycotts, anti-brand sites and other types of digitally enabled consumer resistance
  • Branding perspectives of customer relationship management in the digital era

Deadline for submissions

April 1, 2016

All papers need to be submitted online to the Special Issue on “Branding in the era of Web 2.0 (and beyond)” through the ScholarOne System ( For informal enquiries you can contact the guest editors.


Hutter, K., Hautz, J., Dennhardt, S. and Füller, J. (2013), "The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook", Journal of Product and Brand Management, vol. 22, no. 5, pp. 342-351.

Kuksov, D., Shachar, R. and Wang, K. (2013), "Advertising and Consumers' Communications", Marketing Science, vol. 32 no. 2, pp. 294–309.

Mangold, W. G. and Faulds, D. J. (2009), "Social media: The new hybrid element of the promotion mix", Business Horizons, vol. 52 no. 4, pp. 357-365.

Singh, S. and Sonnenburg, S. (2012), "Brand Performances in Social Media", Journal of Interactive Marketing, vol. 26 no. 4, pp. 189-197.