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International Marketing Trends Conference
Paris, 20th-22nd January 2011
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International Marketing Trends Conference
Paris, 20th-22nd January 2011
Brand management
ANAND S., Xavier
Institut of Management, India
An empirical
evaluation of G-Branded through consumer connect index in rural India
BEN YAGHLANE M. - MEZGHENNI
R., Ecole Supérieure de Commerce de Tunis, Tunisia
Le renforcement du concept de soi des jeunes Tunisiens par la personnalité
de la marque
BERTOLI G., Università
Bocconi, Italy ; BUSACCA B., Università degli studi di Brescia, Italy, ROZZI
R., Italy
La marca nel settore dell’energia elettrica: serve davvero?
BRITO C., Universidade
do Porto, Portugal
Gestão
Relacional de Marcas: Desenvolvimento de um Modelo Conceptual
CANTONE L, Università
degli studi di Napoli Federico II, Italy ; RISITANO M., Università degli
studi di Napoli Parthenope , Italy
Building consumer-brand relationships for the costumer experience management
DATTA K., Institute of
Management Technology, India
A case study of
Brand Rejuvenation – Voltas Ltd
DELLA CORTE V. - MANGIA
G., MICERA R. - ZAMPARELLI G., Università degli studi di Napoli Federico II,
Italy
Strategic Employer Branding: the brand and image management as
attractiveness for talented intellectual capital
FENG W. - PENG S.,
Guanghua School of Management, Peking University, China
Bilateral
Effects of Pro-China Ads of Multinational Brands: A Win-win or a Trade-off
Situation?
HALLIBURTON C., ESCP Europe, UK ; BACH S., Bomdardier AB, Sweden
Towards a new model of corporate brand equity
LLORENS MONZONÍS J. -
TORTOSA EDO V. - MOLINER M.A. - SÁNCHEZ GARCÍA J., Jaume I University, Spain
La lealtad hacia la marca de un club deportivo profesional: aficionados al
futbol europeo.
MAAZOUL M.,
ESSEC-Tunis, Tunisia
Effet des
facteurs d’exposition habituels et contextuels sur la mémorisation de la
publicité télévisée
MENEGHEL A. - AYER G.,
Pontifícia Universidade Católica de São Paulo - PUC-SP, Brazil
Lata
falante: A sensorialidade e emotividade da marca contemporânea
MENNAI M. - SAIED BEN
RACHED K., Faculté des Sciences Economiques et de Gestion de Tunis, Tunisia
La marque dans un processus de création de valeur pour le consommateur
MERCIER J. Université
de Montpellier 2,
Aix-en-Provence, Université Paul Cézanne, Aix-Marseille III, France; ROUX E., IAE
Aix-en-Provence, Université Paul Cézanne, Aix-Marseille III, France ;
MOULINS J.L., Université de la Méditerranée, Aix-Marseille II, France
Développer la relation à la marque pour créer un Bouche-à-Oreille favorable
PEREZ C. - RODRIGUES A.
- PALANDI J., Pontifícia Universidade Católica de São Paulo - PUC-SP, Brazil
Expressões da marca contemporânea: os slogans como instrumento de inovação
identitária
REHAM SHAWKY E., Brunel
University, UK
Studying the
antecedents of Egyptian consumers brand preferences: An experiential view
TOURKY M., Hull
University business School, UK ; KITCHEN P., Brock University - Faculty of
Business, Canada ; DEAN D. - SHAALAN A, Hull University business School, UK
Determining Corporate Identity in UK Organisations: An Empirical Analysis of
Antecedents, Influences and Evaluation
WIEDMANN K.P. - HENNIGS
B. - SCHMIDT S. - WUESTEFELD S., Leibniz University of Hannover, Institut of
Marketing and Management, Germany
Value-Based Perception of Brand Heritage: Exploring Consumer Attitudes
toward Heritage Brands in the Automotive Industry
XIE L. - LI Y. - WANG
H., Business School, Sun Yat-Sen University, China
The
Impact of Supportive Leadership on Employees’ Brand-building Behavior and
Brand Image