Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

Over recent decades, the area of marketing interorganizational relationships (IORs) has
received increasing attention from both academics and practitioners, even if a …

This research presents a novel, conceptual perspective on distinctive opportunities available
to retailers with a physical location to create reasons for customers to visit the physical store …

Celebrity endorsement research mainly focuses on celebrity–brand congruency, presented
as a primary condition for the success of these marketing communications. In this view, the …

In a frequentist framework, the exact fit of a structural equation model (SEM) is typically
evaluated with the chi-square test and at least one index of approximate fit. Current …

Masstige marketing could be attractive to luxury brands to reach a wider market, though
success is difficult. This study proposes co-branding as an alternative strategy for luxury …

Purpose The motivations behind co-branding alliances, the differences in performance
between the paired brands and the emergence of “spillover effects” have been pillars of the …

Across four studies, the authors demonstrate that consumers intuitively link disconfirmation,
specifically sensory disconfirmation (when touch disconfirms expectations by sight), to a …

This study examines how various audience‐related variables and distinct real‐time
marketing contents (ie, predictable and unpredictable real‐time marketing) affect social …

Nowadays, rejuvenation of Chinese time-honored brands, a symbol of Chinese traditional
culture, is manifested in their co-branding with new brands. With focus on sincerity and …