...Mark Avis; Isaac Levi Henderson Purpose This paper aims to critically evaluate the definition of the brand concept, support the critique with an empirical study and provide a definition to resolve the problems that have been identified. Design/methodology/approach This paper combines...

... is a question not only of product category fit, but also of brand concept consistency. Therefore, this study introduces brand concept consistency in research on brand alliances. Design/methodology/approach The paper builds on the categorization and incongruence literature. An experiment was employed to test...