Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that...

John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measure brand image according to the structure of the underlying brand association networks and reveal the strength and uniqueness of brand associations. Interestingly, BCM as well as other...

Through sponsorships, companies primarily expect to establish, strengthen, or change their brand image. We analyze the effects of negative and positive sponsorship information on the favorability and structure of sponsors' brand images. We adopt a new, unconventional approach, the Brand Concept...