“…Business partners, such as retailers and suppliers, are actively playing roles with the aim of contributing to the development of the brand identity and the decisions made in the brand team (Törmälä and Saraniemi, 2017). Linked entities, such as endorsers (Dwivedi et al, 2015), other brands (Davies et al, 2006;Delgado-Ballester and Hernández-Espallardo, 2008;Thomas, 2015) or products are sold under the same brand name, such as own labels (Marques dos Santos et al, 2016) and the country or origin (Lu and Xu, 2015;Yousaf and Li, 2015;Brodie and Benson-Rea, 2016). What the press and the media report about the brand and all the publicity produced by what is perceived as reliable sources are not unnoticed when consumers evaluate brands (Gendel-Guterman and Levy, 2017).…”