The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand's familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity.

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Exchanges among firms operating in supply chains are complex due to relational embeddedness, i.e., the extent to which relationships, rather than economic rationality, govern firm‐to‐firm interactions. For many years interfirm relationships were assumed to be best managed via coercive tactics. However, for the last two decades much attention has been given in the literature to more relational forms of governance, and recent supply chain research examining relationship nature, magnitude, and type implies the need for an alternative symbiotic explanation for supply chain relationship effectiveness. To address this void in the literature, this article introduces the concept of interorganizational citizenship behaviors (ICB's). Based on a review of literature from multiple business domains, common types of ICB's are identified, and research hypotheses are developed and tested. Future research initiatives and implications for supply chain management practice are also provided.