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This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in an individualist culture (Norway) and a collectivist culture (Thailand).

This study incorporates a survey conducted in two cultures (Norway: N = 177 and Thailand: N = 288).

In both cultures, competence had a stronger effect on purchase intentions toward a brand than warmth. There was a stronger effect on brand purchase intentions of competence found for an individualist versus a collectivist culture, and we found a stronger effect of warmth on purchase intentions in a collectivist versus an individualist culture. The direct joint effect of warmth and competence on purchase intentions was brand-specific in Norway. Admiration mediated this joint effect in the collectivist but not in the individualist culture.

This study’s results point to cross-cultural variability of some of the effects of brand perceptions on behavioral intentions.

These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF.

Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural perspective are few. This investigation sheds some light on the differential effects of the framework across a collectivist and an individualist culture.

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.

The purpose of this paper is first, to test the validity of a new scale measuring the construct of meaning‐making, defined as the ability to integrate challenging or ambiguous situations into a framework of personal meaning using conscious, value‐based reflection. Second, to explore whether meaning‐making is distinct from other personal resources (self‐efficacy, optimism, mastery, meaning in life), and coping (positive reinterpretation, acceptance). Third, to explore whether meaning‐making facilitates work engagement, willingness to change, and performance during organizational change.

Cross‐sectional survey‐data were collected from 238 employees in a variety of both public and private organizations.

Confirmatory factor analyses showed that meaning‐making can be distinguished from other personal resources, coping and meaning in life. Regression analyses showed that meaning‐making is positively related to in‐role performance and willingness to change, but not to work engagement, thereby partly supporting the hypotheses.

The paper focuses on meaning‐making that has not yet been studied empirically in organizational change settings. It shows that the new construct of psychological meaning‐making is related to valuable employee outcomes including in‐role performance and willingness to change. Meaning‐making explains variance over and above other personal resources such as self‐efficacy, optimism, mastery, coping and meaning in life.

The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals).

The sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses.

Results provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants.

The timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered.

The study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees.

This is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

The American Dream is tightly woven into the American culture and way of life. Despite the importance and ubiquitous nature of the American Dream, the topic is difficult to define and belief in the attainability of the American Dream changes over time. Because of the little academic research on the topic, this study aims to fill this gap and investigate what people think about the American Dream and what factors influence the perception that this concept is outdated among different two generations – Baby Boomers and Millennials.

An online survey containing both open-ended and close-ended questions was conducted in two age groups via Qualtrics – 245 Millennials (born 1980–1996) and 253 Baby Boomers (born 1946–1964). Open-ended questions were analyzed using NVivo and closed-ended questions were analyzed using SPSS. Items on the online survey measured the definition of the American Dream, factors in defining it, the relevancy and attainability of the Dream, whether it was outdated, as well as Schwartz’s list of values (Lindeman and Verkasalo, 2005).

Three research questions were investigated. First, the results show that Baby Boomers and Millennials define the Dream similarly in terms of a house, family, happiness, freedom and equality. Second, they differ, however, in whether they believe that the Dream is relevant and attainable. Specifically, only Baby Boomers believe that the Dream is still relevant, but both generations believe that it is harder for younger generations to achieve the Dream. Third, the authors found similarities and differences in terms of demographics and values predicting whether the two generations believed that the Dream is outdated, and new values should be added. For both generations, values were more likely to predict the belief that the Dream was outdated. Using Schwartz’s values, those high in universalism were more likely to believe that the Dream was outdated and that new values should be added to the definition of the Dream for both generations. The values of security, self-direction, achievement and benevolence differed between the generations in believing that the Dream was outdated and that new values should be added.

This research provides insight into how these macrolevel beliefs influence people at the microlevel and how businesses or public policymakers can use these concepts to influence attitudes or behaviors.