A hierarchical approach to Brand Personality: an application to brand innovativeness
ACKERMANN Claire-Lise, HETET Blandine
Authenticity Illusions: Generative AI, Impulse Buying, and the Rise of Counterfeits
BOSE Anneswa, BABU ROY Ram, MUKHERJEE Srabanti
Stakeholder Relationship Mapping for Nation Branding: The role of Italian Cultural Institutes
CARBONE Isabella, SIGNORI Paola
Monarchs as heritage brand identities: exploring their attributes in seven European Monarchies
FERNANDEZ-SABIOTE Estela, DELGADO-BALLESTER Elena, GARRIDO Antonio, MAYORDOMO Claudia, PALACIOS BRIHUELA Irene
Consumer-Brand Relationship in the Age of Recommender Systems: Knowledge, Legacy and Guilt
FRATTALI Veronica, MAZZU Marco Francesco
When packaging sounds shape the mind: The influence of non-musical sounds on attitudes and judgements towards the brand
GABTNI Iméne, SAIED Kaouther
AI Icons: The new frontier of branding with Virtual Influencers
HORNUNG Kim, KAUFMANN Hans-Rüdiger
HOW TO BRING CORPORATE BRAND PURPOSE TO LIFE THROUGH A SUPPORTIVE CULTURE
IGLESIAS Oriol, IND Nicholas, MINGIONE Michela
Brand Circularity as a Manifestation of Conscientious Corporate Brands: Initial Conceptual Thoughts on Developing a Brand Circularity Model
KILGENSTEIN Anna, HENSELER Jörg, HILLEBRANDT Isabelle
Importer Brand Orientation and Typologies: Extending the Resource-Based View (RBV) in International Marketing
LEE Hyeun-Mi, HAMMER Dominik
Rareté, esthétique décalée et viralité digitale : le cas Labubu comme catalyseur de désirabilité
LEHEGARAT Bénédicte, BOLLA Elise
Digital Brand Equity in the Global Context? Comparative Insights from U.S. and Indian Ride-Hailing Platforms
OZBAL Okaï, DUMAN Teoman, KUMARMOHANTY Sandeep
Celebrity Scandals and Brand Reactions: A Statistical and SCCT-Based Framework
RIMBERT My, LEHU Jean-Marc
Dear Brand; This is why I Love or Hate you
TOLUNAY Asli, VELOUTSOU Cleopatra
Managing customization, brand consistency, and identity dynamic trade-offs: opportunities and chaos
TRIESTE Leopoldo, TURCHETTI Giuseppe
Do Strong Personal Brands Make Stronger Employee Advocates? The Impact of Personal Brand Equity on Employee Advocacy
VENCIUTE Dominyka, FONTESCORREIA Ricardo, SPENCE Gintautas