... affects consumer attribution of responsibility to brand alliance partners. Design/methodology/approach This paper builds on the previous study on brand alliances and attribution theory. Multiple experiments are used to test three hypotheses. Findings This research shows that consumers...

...Katja Rummelhagen; Martin Benkenstein Purpose This research paper aims to provide an understanding of how customers evaluate other customers’ misbehavior, considering the attribution of responsibility and how service employees should react in the respective situation. Design/methodology...