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...

This study involved a nation‐wide sample of industrial customers of heavy equipment manufacturers. The results suggest that brand equity and trust are consistently the most important antecedents to both behavioral and attitudinal forms of customer loyalty. There is also evidence that the...