This dissertation is the first study to propose and empirically test a framework outlining factors that influence the choice of brand acquisitions versus brand creations in a brand portfolio expansion strategy. Drawing on research on make-or-buy decisions, a multilevel interdisciplinary...

In the past several years, companies have discovered the importance of strategic social alliances, particularly in the form of cause related marketing (CRM) programs. Varadarajan and Menon (1988) describe the key feature of CRM as is that the firms contribution is linked to consumers engagement...