International Congress "Marketing Trends"
Venice, 17^th-19^th January 2008

Brand

BUSACCA B., BERTOLI G., APOSTOLO M.
Dominanza della marca e successo del co-branding: una verifica sperimentale

BREDA C.
Le design de l’expérience de la marque

BIGNE ALCANIZ E., CURRAS PEREZ R., SANCHEZ GARCIA I.
Influence of consumer identification with brand on purchase intention: the role of attitude and brand commitment

DEL CHIAPPA G.
Il processo di costruzione della marca di una destinazione congressuale

DERNOCZY A.
Colors influence on identifying process

DIB H., BECHEUR I., VALETTE-FLORENCE P.
Effet du prix sur l’extension de marque : rôle de la similarité, de la familiarité et de l’orientation fonctionnelle ou de prestige de la marque-mère

GISTRI G., ROMANI S., GRAPPI S., PACE S., GABRIELLI V.
Il consumatore e i prodotti contraffatti: un’indagine esplorativa sul processo di acquisto e le pratiche di consumo

GUIDO G., PELUSO A.M., PROVENZANO M., LEO L.
Emotionality effects of brand personality marker attributes on purchase intention

HARTMANN P., APAOLAZA IBAÑEZ V.
La comunicación de marcas verdes: el papel de las experiencias virtuales con la naturaleza

KESSOUS A., ROUX E.
Les connexions nostalgiques : une double approche du discours des consommateurs

LOPES RODRIGUES P.C.
A Personalidade da Marca de Vestuário Infantil para os Consumidores Portugueses

MAGNONI F., ROUX E.
L'extension verticale de gamme vers le bas: quelles répercussions sur l'image et la relation marque-consommateur? Une approche exploratoire

MÜHLBACHER H., HEMETSBERGER A.
What the Heck is a Brand? An Attempt of Integration and its Consequences for Research and Management

SCHEYS A., BAERT H.
Internal branding as a learning process: how employees adapt their behaviour after a brand change in service organisations

SCHMIDT S., JENEWEIN W.
Diskrepanzen zwischen Werbeversprechen und Markenerlebnis: Markenempfindung im Spannungsfeld persönlicher und unpersönlicher Kundenkommunikation

TOURNOIS L.
Un examen quantitatif du quotient reputationnel (qr) en France

VILLAREJO-RAMOS A.F., RONDAN-CATALUÑA F.J., SANCHEZ-FRANCO M.J.
Direct and indirect effects of marketing effort on brand awareness and brand image

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International Marketing Trends Conference
Paris, 15^th-17^th January 2009

Brand management

APAOLAZA IBÁÑEZ V. – HARTMANN P., Universidad del Pais Vasco, Spain – DIEHL S. – TERLUTTER R., University of Klagenfurt, Austria
How women experience cosmetic brands: The influence of experiential brand associations on brand satisfaction

BUSACCA B. Università Bocconi Milano, BERTOLI G. Università degli Studi di Brescia, Italy
Brand extension, counterextension, co-branding

CANTONE L. - RISITANO M. Università degli Studi di Napoli Federico II, Italy
Il ruolo della marca collettiva nella gestione delle relazioni di marketing nei sistemi agglomerativi di imprese

GISTRI G. Università di Pisa, ROMANI S. Università degli Studi di Sassari - PACE S. Università Bocconi Milano, Italy
Falso Prada o Carpisa? Un approfondimento empirico sugli effetti della contraffazione sui marchi di lusso e non

HADIJI D. – BOUHLEL O. – MZOUGHI N. - BEN SLIMANE I., ISG-Sousse, Tunisia
Personnalité de la marque et Mobile Marketing en Tunisie

HE J., East China Normal University, China
Real versus assumed emotion: The dimensions of consumer’s affect in the context of chinese culture and its effects on Chinese and foreign brand equity

JOWERS Z., Liverpool John Moores University, United Kingdom
The role of colour on brand identity and brand choice for children – a working paper

JULIENNE E., IAE de PARIS, Université Paris 1, Panthéon Sorbonne, France
L’implication est-elle prédictive de l’engagement à la marque?

LOPES RODRIGUES PC., Universidade Lusíada, Porto, Portugal - VITORINO MARTINS F., Universidade do Porto, Faculdade de Economia, Portugal
Perceptual and Behavioural Dimensions: Measuring Brand Equity Consumer Based

MACHADO JC. - DE LENCASTRE P., Universidade Católica Portuguesa, Portugal – DIONÍSIO P., Instituto Superior de Ciências do Trabalho e da Empresa, Portugal
Corporate identity – the management of the process of change in the name/logo in the context of brands’ merger

MAUBISSON L. – BENMOUSSA FZ., Université de Toulouse - IAE – CRG, France
Extension of Brand Experience: From the Anticipated Experience to the Consumption Experience. First Test with Nespresso.

OSWALD L R., University of Illinois, USA
Semiotics and Strategic Brand Management

RAFFELT U. – LITTICH M. – MEYER A., Ludwig-Maximilians-Universität München, Germany
Build your Brand! Evaluation of corporate architecture as an instrument of internal branding

REITZLE S., European Business School, Germany
Brand Leasing: A New Instrument To Leverage a Company’s Potential

SIMOES C. University of Minho, Portugal
A reflexion on the domain and management of corporate identity

VEG N., Université Paris X Nanterre , France
Valeurs du genre de la marque et concept d’ouverture : implications pour l’étude des extensions de gamme “homme – femme”

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