“…At one time, Capital One Bank and Kmart entered into a co‐branding agreement to issue a common credit card and maintained their partnership over several years. However, 3 years after the co‐brand was introduced, things changed rapidly because of a major event: Kmart's financial situation deteriorated and the company went into bankruptcy (Olazábal, Cava, & Sacasas, ). Although financial analysts had foreseen this for some months, the situation became a critical event with the actual filing for bankruptcy because of the tremendous publicity associated with it.…”