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 study examines the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand. Three experimental conditions manipulate the relevancy of information: relevant information, irrelevant information, and...

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...