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 – This paper aims to identify and classify consumers’ goals associated with the consumption of environmentally sustainable products. The applicability of such goals to the positioning of environmental products is also tested. Design/methodology/approach – Study 1 used 62 laddering...