...Bram Roosens; Nathalie Dens; Annouk Lievens Purpose This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated...

...Ali K. Al‐Khalifa; S. Eggert Peterson Argues that the motivation involved in partner selection must be distinguished from the motivation to enter into a joint venture; the latter may be considered the “ends” dimension of motivation while the former is concerned with “means”. Thus it is important...