This study investigates how native consumers evaluate international brand alliances (IBA) between a foreign brand and a native brand. The empirical results support the moderating effects of both brand order and consumer ethnocentrism (CET) on the effects of foreign and the native partner brand...

This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. The results offer...

This paper examines the match between chief information officer (CIO) characteristics and the organization's business strategy and how this match influences the organization's business performance. Based on the theoretical underpinnings of typologies of business strategy, alignment between IT...