La communication événementielle “participative”: Rôle de l’engagement du participant
AYED Nizar

A Very Fashionable Past: Heritage Branding & Luxury Fashion Brands
CARRAZZA Isabella

Increasing customer brand loyalty: Proposition of an integrative metamodel 
DESVEAUD Kathleen

Marketing Theory Advancement on Consumer Brand Engagement
MARRONE Teresa, TESTA Pierpaolo, CANTONE Luigi

Culture and humor in ads
MEDIC Dragana, DECAUDIN Jean-Marc

From Brand Experience to Brand Love. A tested model in OTT industry
PATTUGLIA Simonetta, AMOROSO Sara

Strategic implications of brand advocacy on consumer purchase decisions in the video game market
PELLICELLI Anna Claudia, FRANZE Claudia

Polish and Japanese Students’ digital competence in the area of on-line advertising. Similarities and differences
SANAK-KOSMOWSKA Katarzyna, WIKTOR Jan