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An experiment conducted evaluates changes in attitude for both the cause and the brand as a consequence of the cause-brand alliance (CBA) using familiarity of the cause as a moderator. The results suggest that managers of unfamiliar causes rather than familiar causes might have a greater vested interest in forming a CBA, and brand managers are beneficiaries of the partnership.

Endorser credibility and corporate credibility were compared to evaluate their effect on attitude-toward-the-advertisement, attitude-toward-the-brand and purchase intentions using a sample of one hundred women students. Findings showed that both credibility types affect attitude-toward-the-advertisement and attitude-toward-the-brand. Corporate credibility alone had a significant influence on purchase intentions.

Opinion leadership among consumers is often measured with the self-report scale constructed by King and Summers (1970). A psychometric examination of this seven-item opinion leadership scale reveals that it does not possess a unidimensional structure. Instead, it is shown through factor analysis that the King and Summers scale has a two-factor structure. An upgraded, unidimensional version of the scale is proposed and tested with regard to the clarity of theoretical interpretation. This revised six-item version is shown to have superior psychometric attributes.