Purpose – Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. This paper investigates whether these effects are stable over time, or evolve in a consistent way. Design/methodology/approach – Consumer evaluations of brand...

Purpose – For centuries, gratitude has represented an integral component of social relationships, yet it remains relatively overlooked by marketing scholars in the study of commercial relationships. The purpose of this paper is to demonstrate how gratitude helps to build, maintain and...

Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion? Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of...