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BRAND MANAGEMENT

 

AKSOY Hasan, TEKIN Mahmut   

Evaluation the communication effectiveness at the multiple sponsorship: a study on fair sponsorship

 

ANGOT Jacques, LAUTISSIER Stephane                 

Contributions la compréhension d’un écosystème de marque : proposition d’un cadre théorique

 

BARTIER Anne-Laure               

“Things were better before”: what is the power of nostalgia toward the brand?

 

BEN ARBIA Jihen, MARTICOTTE François                

Congruence marque et consommateur : quel est l’état de nos connaissances ?

 

BERTOLI Giuseppe, BUSACCA Bruno, GRASSI Marta Cecilia                 

L'impatto del Brand Sound sul prodotto, sulla marca e sull'intenzione di acquisto

 

BOTSCHEN Günther, WEBHOFER Markus                

Drivers of Brand Resonance: developing the strategic Brand Identity of organisations

 

CAMPO Sara, Alejandro GÓMEZ, Maria Jesus  YAGÜE        

El impacto de la personalidad de la Marca Destino sobre su Capital de Marca

 

CÉSAR-MACHADO Joana, DE LENCASTRE Paulo, VACAS-DE-CARVALHO Leonor, COSTA Patrício     

Brand Logo Design: examining consumer responses to name and logo characteristics

 

CÔRTE-REAL Ana, LENCASTRE Paulo, DIONÍSIO Pedro              

Does Gender matters when we think about brand Mascots?

 

FERREIRA Joana, CÉSAR-MACHADO Joana    

Influência da dimensão natural do desenho do logótipo nas preferências dos consumidores: Revisão da literatura e construção de instrumento de recolha de dados

 

GODEY Bruno, PEDERZOLI Daniele, AIELLO Gaetano, DONVITO Raffaele, WIEDMANN Klaus-Peter, HENNINGS Nadine, SINGH Rahul

Does image-congruence enhance the purchase of luxury brands? Early development and international comparisons of a measurement scale for consumer/brand/store image-congruence

 

HALLIBURTON Chris, KELLNER Katrin

Are luxury brands really immune to financial recession? – A comparative empirical investigation of luxury and non luxury brands in the downturn

 

HERSTEIN Ram, ZWILLING Motiz

Brand Management Perspectives in the Twenty-First Century

 

KIZU Yumiko, NAGASAWA Shin'ya

Green action as a luxury strategy in the field of cosmetics

 

KUŞÇU Aslı, OKAN Elif Yolbulan

Does ethnocentrism matter to brand equity? Turkish consumers’ perceptions of foreign and domestic brands

 

LUBRANO Sabine, DUBOIS Pierre-Louis, FLORES Laurent

La marque politique, son capital marque et l'électeur

 

MALLET Stéphane, ROUEN-MALLET Caroline, EZAN Pascale

Les apports du brand content à l’amélioration  de l’image d’une marque : le cas SNCF

 

MERABET Amina, BENHABIB Abderrezak

The influence of persuasive advertising on the perception of brand personality

 

MILETI Antonio, PRETE M. Irene, GUIDO Gianluigi, MARRA Nunzia, SCARLINO Tanja

Effetti discordanti delle emozioni sul posizionamento e l’intenzione d’acquisto di  marche di prodotti con diversa dimensione di credibilità

 

MINVIELLE Nicolas, MARS Marie-Catherine

Le designer et la marque : vers une approche Brand Design ?

 

MOONS Ingrid, DE PELSMACKER Patrick

Electrifying car brands: the role of brand personality, experiential brand associations and emotional design

 

MULLER Lisa, DAVEY Howard

Intellectual capital disclosure in the hotel industry

 

PHAM Melanie, ROUX Elyette, VALETTE FLORENCE Pierre

What women want… ground setting of fashion Brand Equity

 

PREIHOLT Håkan

Who is controlling the fashion brand?

 

SÉRÉ DE LANAUZE Gilles, SIADOU-MARTIN Béatrice

Les dimensions linguistiques des messages des internautes sur la marque : quelle influence au sein du processus de bouche-à-oreille négatif sur Internet

 

SESSAREGO Sandro, ULVOAS Gaëlle

Brand origin effect on brand personality, quality and purchase intention for apparel products: The À L’AISE BREIZH case

 

SIDDIQUI Kamran

Brand equity trends among top 100 global brands (region-wise analysis)

 

VALETTE-FLORENCE Rita, CHANDON Jean-Louis, DARRAS Thierry, VALETTE-FLORENCE Pierre                 

Une nouvelle mesure d’affinité basée sur la personnalité des marques et des marques de presse

 

VALETTE-FLORENCE Rita, DE BARNIER Virginie, VALETTE-FLORENCE Pierre

Les émotions positives sont-elles prépondérantes pour expliquer l’attachement à la marque ? Une application aux marques de presse