This research presents a novel, conceptual perspective on distinctive opportunities available
to retailers with a physical location to create reasons for customers to visit the physical store …

Purpose The purpose of this conceptual paper is to delve into the implications of blockchain
technology adoption for brands and consumers. Drawing on the existing branding literature …

While considerable research attention has been given to co‐branding (brand alliance),
empirical evidence of the success drivers remains fragmented with inconclusive findings …

Purpose The motivations behind co-branding alliances, the differences in performance
between the paired brands and the emergence of “spillover effects” have been pillars of the …

Within the social media community, influencers engage in a variety of collaborative practices
such as tagging, reposting content from, or forming partnerships with other influencers and …

This study examines why, and under what conditions, managers of focal brands decide to
maintain the alliance with the partner brand when the latter is involved in negative publicity …

Drawing on collaboration theory, this research investigates the effect of joint versus single
brand advertising on tourists' behavioral responses with two experiments. Study 1 employs a …

A brand alliance puts the focal brand at risk of being penalized for a crisis occurring at the
partner brand. Such a crisis may weaken the focal brand's equity unless it responds …

Purpose Companies are engaging in strategies for differentiation in cooperation, resulting in
a notable increase in co-branding alliances. However, the scientific community lacks …

The appearance of songs including featured artists on Billboard's Hot 100 music charts has
increased exponentially in the past two decades. This particular type of creative …