The purpose of this paper is to develop a conceptual model of brand alliance applicable to the advertising. The … conceptual framework is composed of three broad categories (a) brands characteristics (functional/symbolic, brand fit) (b …) consumer characteristics (the need for cognition, the tolerance for ambiguity, brand familiarity, the implications), and (c …

The main objective of this communication is to propose an analytical framework for the study of brand alliances in … using a network perspective. Indeed, the research upon brand alliances has been mainly focused on the impacts of such … organizational side of brand alliances (Vaidyathan and Aggrawal, 2000; Bucklin and Sengupta, 1993). Theoretically, our research …

The objective of the research is to put in evidence the interorganizational dynamics of brand alliances. More … specifically the aim of the paper is to identify the business-to-business interactions within brand alliances through the … partners, network positions, resources of the partners). Consequently the level of stability in the long run of brand alliances …

more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive … theories to explain endorsement efficiency, congruence between brand and celebrity is shown to be at least as effective as … celebrity likability. Moreover the predisposition toward the ad and brand beliefs are mediators of the effects of congruence …

Our goal is to understand whether, and under which conditions a customer can feel betrayed by a brand, as it may happen … of norms which are violated by the brand, or company. This research shows that this phenomenon is worth studying since it … both severely and durably weakens the brand image, and may lead to the irrevocable loss of the betrayed consumers. …

Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However …, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore … the importance of brand-sex on consumer’s brand categorization process. The results suggest that brand-sex is a primary …

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of … masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that … brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is …