... uses experimental design to fulfil the study objectives. Two experiments are conducted (total n = 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device). Findings Major findings indicate that celebrity...

... understanding of the role of asymmetry in influencing co‐branding outcomes. © Emerald Group Publishing Limited 2012 Co‐branding Brand alliance Asymmetry Experimental design Repeated measures ANOVA United Kingdom Corporate strategy Brand equity Brand management An executive summary...

... administrative aspects, and market process theory, focusing on entrepreneurial aspects of buying decisions. This paper aims to challenge these approaches by setting up an experimental design. Decisions of sales and purchasing managers were investigated with respect to their motivation of self‐protection...