An investigation of the effects of consumer evaluations on family brand image, as a result of extension congruity/incongruity and success/failure. All possible combinations of these variables are examined within a broadcaster-branding context (specifically radio and television)....

Purpose – As one rewinds the clock to the early days of the twenty‐first century, it can be quite surprising to realise how much the consumer landscape has changed from what it is today. This paper aims to introduce the special issue and attempts to take stock of the last decade and reflect...