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Consumer Behaviour - Marketing Strategy - Marketing Mix - Brand - Communication - Distribution - Relationship Marketing
BELAID
S. - TLILI T. H., ESSEC Tunis, Tunisia.
Une mesure des bénéfices fonctionnels, symboliques et expérientiels rattachés
aux marques.
BUIL CARRASCO
I.- MARTINEZ SALINAS E. -
PINA PEREZ J.M.,
Universidad de Zaragoza, Spain.
La actitud de los consumidores hacia las extensiones de marcas deportivas.
BUSACCA B., Università “L. Bocconi”, Milano, Italy –
BERTOLI B., Università
degli studi di Brescia, Italy –
PELLONI O., Università “L. Bocconi” , Milano, Italy
La valutazione di un’estensione di marca: consonanza percettiva e fattori
brand-related.
CHAILAN
C., CERAM Sophia Antipolis Nice, France.
Has nationality an effect on brand value?
CORTE-REAL
BEIRÃO A.
– DE LENCASTRE P., Porto –
DIONISIO P., Lisboa, Portugal.
Children and Brand Mascots.
DIB
H. – BECHEUR I., Wesford Grenoble –
VALETTE-FLORENCE P.,
Université Pierre Mendès France Grenoble, France.
Influence du prix de l’extension sur la marque-mère : rôle de la familiarité,
de la similarité et de l’orientation fonctionnelle ou de prestige de la
marque.
GABRIELLI V. – GRAPPI S.,
Università degli Studi di Modena e Reggio Emilia, Italy.
L’immagine di marca: le dimensioni componenti ed i riflessi sulla valutazione
di superiorità.
GERBER-NEL C.,
University
of Stellenbosch, South Africa.
Brand management in South African rugby: the super 12 case.
KESSOUS A. - ROUX E., IAE Aix en Provence, France.
La nostalgie : une grille de lecture sémiotique.
RIU D., ESADE Business School Barcelona -
BIGNE E., Universidad de Valencia, Spain.
La relación entre la notoriedad de marca y la inversión publicitaria en
productos de gran consumo
SEBASTIO
F., The Third University of Rome, Italy.
The consumer’s perceptions on the effects of advertising in relation to
geographic on registered trademarks.
SIVIERO A., Università del Piemonte Orientale.
New Ways of Thinking the Brand and the Relationship Marketing: How the
Research
Has to Change.
VESCOVI T.- GAZZOLA P., Università Ca’ Foscari Venezia, Italy.
Il ciclo di vita della marca territoriale.
VOIGT K.I., – BREM
A.- CZAJA A., Universität Erlangen-Nürnberg –
MANN S.M., ZF Friedrichshafen AG,
Germany.
Ingredient Branding in Capital Goods Markets – Results from an Empirical
Analysis in the Automotive Supplier Industry.