Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between-subjects...

Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between‐subjects...

Purpose – The purpose of this paper is to investigate alliance formation competence and attitudes toward brand alliances as antecedents of the firm's propensity to brand ally. It aims to test the hypothesis that the relationship between alliance experience and alliance competence is moderated...

Purpose: The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach: Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance...

Purpose – The paper attempts to examine the effect of multiple brand alliances using a portfolio diversification approach. Design/methodology/approach – The paper reports the findings of a four‐level, single factor design study in which 149 randomly assigned participants were exposed to a...

Purpose – While previous research has shown a positive influence of a brand ally or a warranty, published research has not explored the effects of using multiple types of quality signals. The purpose of this paper is to explore the joint effect of a default‐independent signal (i.e. a brand...

Purpose: This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship behaviors, brand advocacy and ultimately brand market performance. Design/methodology/approach: This study uses an...

Purpose: This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and cultural openness on the effectiveness of global, foreign and local consumer culture brand positioning...

Purpose: The purpose of the study is to address the gap in understanding how the brand influences sales outcomes by focusing one’s attention on the salesperson perceptions of the brand and the salesperson brand selling confidence. Design/methodology/approach: The study uses a cross-section...