Why are you leaving me? When the link between the z-consumer and the brand breaks down...
BONTOUR Anne, GUICHARD Nathalie

Consumers Preferences for New Style of Co-Branding Strategy in China
CHIU Candy, HO Han-Chiang, WU Qi, XIE Zhengqiao, YUAN Yuqi

Brand stereotypes: the relevance of having a female vs male personality brand
FERNANDEZ SABIOTE Estela, DELGADO-BALLESTER Elena

THE IMPACT OF SELF-CONSTRUAL PRIMING ON BRAND ASSOCIATIONS
HMAIDA Jouba

Using an eye-tracking approach to explore gender, age, experience differences in visual representation of the brand in Instagram commerce
LIEBANA-CABANILLAS FRANCISCO, HERZALLAH DOAA, MUÑOZ -LEIVA FRANCISCO, SANCHEZ BORREGO ISMAL RAMON

A huge political experiment – exploring the Political Brand Positioning of political parties in Jersey from an internal-extern
PICH Christopher, REARDON John

Brand activism in times of war: Analyzing the consumer point of view
SCHMIDT Holger, KNOTZELE Sarah

Communicating and aligning brand identity and brand image in a UK University: a multi-stakeholder approach
SPRY Louise, PICH Christopher

Should your brand take a stand on controversial social issues?
USACH-FRANCK Karin, AQUEVEQUE Claudio, GOODSTEIN Ronald C, MILBERG Sandra

The role of pride, awareness of consequences and sense of responsibility in sustainable packaging choice
VERGURA Donata Tania, LUCERI Beatrice, ZERBINI Fabrizio

Are Brands dynamic with Technology? Future is Realistic with AR-based Mobile Apps
VIKAS Arya, BHUMIKA Gupta

When Brands Get Political – The Role of Authenticity in Consumers’ Reactions towards Brand Activism
VIRKUS Tjark, GERDEMANN Sophie, KLEIN Kristina