The use of celebrity endorsers is a popular executional device, but it is not without risk. The
authors report three studies examining how negative information about a celebrity can affect …

As the demand for CAR T cell cancer therapy increases, several closed and automated
production platforms are being deployed, and others are in development. This review provides a …

Companies have become increasingly active in developing relationships between their
brands and popular causes in such areas as the environment (eg nature conservancy) and …

… Correspondence regarding this article should be sent to: Brian D. Till, Clarence and Helen
Steber Professor and Chair of Marketing, John Cook School of Business, 3674 Lindell Blvd, …

This research examines brand alliances, a specific marketing strategy designed to transfer
the positive brand equity of two or more partner brands to the newly created joint brand. The …

Immunotherapy has shown great promise in the fight against cancer, as evidenced by the
clinical efficacy of chimeric antigen receptor T cells in hematologic malignancies and …

Excitement is growing for therapies that harness the power of patients' immune systems to
combat their diseases. One approach to immunotherapy involves engineering patients' own T …

Two studies are presented that examine the role of attractiveness and expertise in the “match-up
hypothesis.” Much “match-up hypothesis” research has focused on physical …

… For this study, we replicate the method used in Till and Baack (2005). This study focuses
on attention effects by using recognition as the dependent variable and increases exposure to …

Previous researchers have established that brand names are important in determining
perceptions of brand quality and attitude towards the product. In this research we investigate the …