Employees embodying the brand as much for customers as colleagues are typically qualified as brand champions. However, we know little about this organizational figure. Based on a multiple case study in five business divisions of three companies, the present research shows that brand champions are single individuals situated at an intermediate management level, self-proclaimed, and […]

Co-branding strategies involve collaboration of two or more brands to launch a new product that features both brands’ names. While the focus of past research has been on the fit between the associated brands, why do sometimes incongruent brands succeed in their co-branding strategy? We explain this phenomenon by disentangling co-branding effects through two mechanisms: […]

How harmful is a parody for the target brand? To address this question, the current study focuses on negative ad parodies created by amateurs and spread through social media. It examines the types of consumers for whom and contexts in which negative ad parodies will negatively affect attention, attitudes, purchase intentions, and intentions to pass […]