Strategic brand alliances: Research advances and practical applications

Generative AI in Higher Education Assessments: Examining the Impact of Risk and Tech-Savviness on Students’ Adoption
Oc, Y., Gonsalves, C. and Quamina, L. 2024. Generative AI in Higher Education Assessments: Examining the Impact of Risk and Tech-Savviness on Students’ Adoption. Journal of Marketing Education.

Negative Spill Over Effects in Brand Alliance Crises
Quamina, L. and Singh, J. 2023. Negative Spill Over Effects in Brand Alliance Crises. Public Relations Review. 49 (5) 102394. https://doi.org/10.1016/j.pubrev.2023.102394

Selecting the Right Digital Influencer in B2B Markets: Guidelines for Managers
Crisafulli, B., Singh, J. and Quamina, L. 2023. Selecting the Right Digital Influencer in B2B Markets: Guidelines for Managers. European Business Review.

'Co-branding as a Masstige Strategy for Luxury Brands: Desirable or Not?
Quamina, L., T Xue, M. and Chawdhary, R. 2023. 'Co-branding as a Masstige Strategy for Luxury Brands: Desirable or Not? Journal of Business Research. 158 113704. https://doi.org/10.1016/j.jbusres.2023.113704

Competence is power: How digital influencers impact buying decisions in B2B markets
Crisafulli, B., Quamina, L. and Singh, J. 2022. Competence is power: How digital influencers impact buying decisions in B2B markets. Industrial Marketing Management. 104, pp. 384-399. https://doi.org/10.1016/j.indmarman.2022.05.006

'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis
Singh, J, Crisafulli, B, Quamina, L. and Xue, M 2020. 'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis . Journal of Business Research. 119, pp. 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039

The role of brand equity and crisis type on corporate brand alliances in crises
Singh, J., Crisafulli, B., Quamina, L. and Kottasz, R. 2020. The role of brand equity and crisis type on corporate brand alliances in crises. European Management Review. 17 (4), pp. 821-834. https://doi.org/10.1111/emre.12362

‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances
Singh, J., Crisafulli, Benedetta and Quamina, L. 2020. ‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances. Journal of Business Research. 117, pp. 839-849. https://doi.org/10.1016/j.jbusres.2019.01.014

How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand
Singh, J., Crisafulli, B. and Quamina, L. 2020. How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand. Journal of Advertising Research. 60 (2), pp. 148-162. https://doi.org/10.2501/JAR-2018-049

Tackling global challenges through cause-related marketing: How brands should promote their support to social causes
Crisafulli, B., Singh. J. and Quamina, L. 2019. Tackling global challenges through cause-related marketing: How brands should promote their support to social causes. WARC.