Brand Resonance Through Employees’Intrinsic Touch Point Engagement
BOTSCHEN Günther, HERMANN Andreas, BERNHART Josef, PROMBERGER Kurt

The “Authenticity” in the Consumer Response to Brand Activism
CAMMAROTA Antonella, DARCO Mario, MARINO Vittoria, RESCINITI Riccardo

Celebrity endorsement weakening: when brand’s impact on fans goes beyond endorsers.
FONS Eduardo, MIQUEL-ROMERO Maria-José, CUADRALO-GARCIA Manuel, MONTORO-PONS Juan D

Brand Activism Strategy and its transformative character in the automotive industry
WELSER Carolin, TERBLANCHE-SMIT Marlize

Reasons for ignoring country-of-origin (COO) by consumers of durable goods
WITEK-HAJDUK MarzannaK., GRUDECKA Anna