Purpose – This paper develops and tests a model depicting the drivers of organizational leaders' intentions to use social media for in‐bound customer communications in a political marketing context. This model improves practitioners and researchers understanding of what influence leaders'...

Purpose: This research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional value perceptions of higher education brand alliances for dual-degree programs? Second, does perceived brand...