<abstract xmlns="http://www.w3.org/1999/xhtml">Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning) should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners’ brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions.</abstract>

Kingston University, Kingston-upon-Thames, UK

The impact of brand image fit on attitude towards a brand alliance

<abstract xmlns="http://www.w3.org/1999/xhtml">The aim of this inquiry is to investigate the relationships among the antecedents of knowledge sharing effectiveness under the position of non-academic staff of higher learning institutions through an empirical test of a conceptual model consisting of trust, extrinsic and intrinsic motivation, leadership style, workplace spirituality and online social network. This study used the respondents from the non-academic staff of higher learning institutions in Malaysia (n = 200), utilizing a self-administered survey questionnaire. The structural equation modeling approach was used to test the proposed hypotheses. The outcomes indicate that all the antecedents play a substantial function in knowledge sharing effectiveness. In addition, perceived risk plays a mediating role between trust and knowledge sharing effectiveness. On the other hand, this research also proved the communication skill also plays a mediating role between leadership style and knowledge sharing effectiveness. This study contributes to pioneering empirical findings on knowledge sharing literature under the scope of the non-academic staff perspective.</abstract>

International Islamic University, Malaysia

Testing knowledge sharing effectiveness: trust, motivation, leadership style, workplace spirituality and social network embedded model

<abstract xmlns="http://www.w3.org/1999/xhtml">Packaging which is often called as the ‘silent salesman’ is an important component of marketing. Today the importance of packaging has risen to such an extent that product packaging is rightly called as the fifth ‘P’ of marketing mix. FMCG are products which are utilized by large number of people. The present study examined the discriminating power of five selected FMCG packaging variables namely ‘picture’, ‘colour’, ‘size’, ‘shape’ and ‘material’ amidst those who purchased FMCG based on these packaging variables and for those who purchased FMCG not based on these packaging variables. Descriptive research was carried out in the study. Respondents (students) were asked to rate four packaging variable on a five point Likert’s scale. Discriminant analysis showed that only two variables namely ‘Colour’ (.706) and ‘Shape’ (–.527) were good predictors. Variables ‘Picture’, ‘size’ and ‘material’ were considered as poor predictors as far as the student communities were considered. The cross validated classification showed that out of the 240 samples drawn, 91.8% of the cases were correctly classified.</abstract>

Promises of silent salesman to the FMCG industry: an investigation using linear discriminant analysis approach

<abstract xmlns="http://www.w3.org/1999/xhtml">The paper examines the power of corporate social responsibility to reduce information asymmetry and to act as a marketing instrument in the banking sector. Trust is the most important asset of a bank. Therefore, banks are motivated to use the most effective instruments to diminish information asymmetry with their stakeholders. The fact that cash disbursements in CSR actions are not directed towards shareholders makes them more valuable signals to other stakeholders regarding the financial soundness of the bank. The empirical study conducted based on limited dependent variable models supports the effectiveness of the CSR as marketing instrument in banking. It reveals the circumstances associated to a higher probability of an active CSR policy conducted by a banking institution. The results support the hypothesis that in the banking sector CSR is perceived as an instrument which helps stakeholders reduce information asymmetry. As marketing instrument, CSR contributes to increasing the tangibility of the banking products, decreasing their perceived variability and thus making them more attractive for the clients and allowing for differentiation between competitors.</abstract>

The Bucharest University of Economic Studies, Bucharest, Romania

Using CSR to mitigate information asymmetry in the banking sector

<abstract xmlns="http://www.w3.org/1999/xhtml">The current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports in a way similar to Kwon and Trail (2001) in Indian context, a subject neglected until now. Data was collected from 260 respondents from India’s largest Private University. Findings reveal Group Affiliation as the most important motivation followed by Eustress (entertainment), Aesthetics, and Self-Esteem. Betting on sports was found as the least preferred motivation. Findings revealed Nationality having a significant impact on Group Affiliation and Aesthetics while Gender has a significant impact on Group Affiliation, Eustress as well as on level of identification with sport. These findings have implications for sports marketers of different sporting events involved in marketing of sports related activities to enhance their marketing practices. The results of the current study are of interest for physical education departments of large private Universities which can use them to promote their sports events at a large scale. The last section of the study discusses the results in detail followed by directions for future research.</abstract>

Lovely Professional University Phagwara (Punjab), India

Baba Ghulam Shah Badshah University Rajouri (J&K), India

Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences

AHEAD OF PRINT

Volume 19 (2024): Issue 2 (June 2024)

Volume 19 (2024): Issue 1 (March 2024)

Volume 18 (2023): Issue 4 (December 2023)

Volume 18 (2023): Issue 3 (September 2023)

Volume 18 (2023): Issue 2 (June 2023)

Volume 18 (2023): Issue s1 (December 2023)

Volume 18 (2023): Issue 1 (March 2023)

Volume 17 (2022): Issue 4 (December 2022)

Volume 17 (2022): Issue s1 (October 2022)

Volume 17 (2022): Issue 3 (September 2022)

Volume 17 (2022): Issue 2 (June 2022)

Volume 17 (2022): Issue 1 (March 2022)

Volume 16 (2021): Issue 4 (December 2021)

Volume 16 (2021): Issue 3 (September 2021)

Volume 16 (2021): Issue 2 (June 2021)

Volume 16 (2021): Issue 1 (March 2021)

Volume 15 (2020): Issue 3 (September 2020)

Volume 15 (2020): Issue s1 (October 2020)

Volume 15 (2020): Issue 4 (December 2020)

Volume 15 (2020): Issue 2 (June 2020)

Volume 15 (2020): Issue 1 (March 2020)

Volume 14 (2019): Issue 4 (December 2019)

Volume 14 (2019): Issue 3 (September 2019)

Volume 14 (2019): Issue 2 (June 2019)

Volume 14 (2019): Issue 1 (March 2019)

Volume 13 (2018): Issue 4 (December 2018)

Volume 13 (2018): Issue 3 (September 2018)

Volume 13 (2018): Issue 2 (June 2018)

Volume 13 (2018): Issue 1 (March 2018)

Volume 12 (2017): Issue 4 (December 2017)

Volume 12 (2017): Issue 3 (September 2017)

Volume 12 (2017): Issue 2 (June 2017)

Volume 12 (2017): Issue 1 (March 2017)

Volume 11 (2016): Issue 4 (December 2016)

Volume 11 (2016): Issue 3 (September 2016)

Volume 11 (2016): Issue 2 (July 2016)

Volume 11 (2016): Issue 1 (April 2016)

Volume 10 (2015): Issue 4 (December 2015)

Volume 10 (2015): Issue 2 (September 2015)

Volume 10 (2015): Issue 1 (June 2015)

Management & Marketing

 Management &amp; Marketing aims to publish theoretical, empirical, survey, resource and case-based scientific research on business that demonstrates academic or practical relevance. It focuses on the intersection between marketing and other aspects of management, including but not limited to strategic marketing, digital advertising, consumer psychology, innovations, social networks, information systems, operations management, product design, economics, finance and privacy. It serves scholars, educators, analysts, managers, consumers, policy makers and other societal stakeholders.   Management &amp; Marketing is a high-quality open access double-blind peer reviewed international journal and publish research paper in the field of: Business, Marketing, Economics, Financial Development, Accounting, Banking, Management, Human Resources, Entrepreneurship.   The journal, founded in 2006, represents a project of the professional organization Society for Business Excellence. Currently, the Editor in Chief is Alina Mihaela Dima, professor at the Bucharest University of Economic Studies. The Scientific Committee is represented by professors with high academic reputation at international level.   Our partnership with De Gruyter publishing house supports increasing the journal’s performance and a greater visibility offered by the content distribution and marketing services, together with the De Gruyter platform and all its functionalities that significantly contribute to the international impact.   The international journal is indexed in Web of Science (ESCI) and Scopus and other relevant international databases.   Rejection Rate    70%      Archiving   Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.   Plagiarism Policy   The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process.     Open access and publication fees　   This journal provides immediate open access to its content under the Creative Commons BY 4.0 license. Authors who publish with this journal retain all copyrights and agree to the terms of the CC BY 4.0 license: creativecommons.org/licenses/by/4.0/   Management &amp; Marketing requires a 50 euro fee for manuscript submission, and a processing fee in case the manuscript is accepted for publication (the fee is 400 euro, regardless the type of manuscript). All other costs are being supported by the Society for Business Excellence.　   Publication timeline　   The editors of the journal accept manuscript submissions all year round, and the four yearly issues appear according to the following schedule: 1st issue – March   2nd issue – June   3rd issue – September   4th issue – December   Authors should be aware that, most of the times, a single manuscript passes through two peer-review processes separated by a period necessary for improving the content, which can translate into 4-6 months before obtaining a final answer, and the paper can enter publication during a time span of 4-12 months.       Making an Article Submission     Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere. All manuscripts are thoroughly refereed through a double-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Authors Guidelines page.　     Please visit the Authors Guidelines page before submitting a manuscript. Management &amp; Marketing requires a 50 euro submission fees for manuscript submission, and a processing fee in case the manuscript is accepted for publication (the fee is 400 euro, regardless the type of manuscript). Submitted papers should be well formatted and use good English. 