Purpose – The purpose of this paper is to measure the impact of positive and negative same‐gender fictional role models on students’ self‐efficacy and entrepreneurial intention. Design/methodology/approach – The authors conducted an experimental research on 276 French students....

Purpose – The objective of this paper is to evaluate brand extension from a consumer consumption perspective. The most relevant entity becomes both the product and the choice vector. This provides a different aspect of the heterogeneity as it concerns brand extension....