Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify...

This paper describes the impact of external environmental forces on cartel networks. Using a case research approach, this report examines two leading business networks within one industry, over time. The results suggest that (a) bargaining power of intermediaries increases with the advent of new...

Purpose – Some consumption activities are inherently interesting, pleasurable, gratifying and potentially important to consumers' lives. The primary aim of this paper is to further understanding of the role pleasurable consumption plays in consumers' lives. Design/methodology/approach – To...