Rethinking brand feminine dimension: brand femininity or brand femininities?

This article aims to evaluate the impact of a luxury brand’s step-down line extension on consumer attitudes toward the core brand, taking into account brand familiarity,

The 98 cases for which Coke is considered very exciting, what distinguishes the choice between Coke (74 cases – consumer group 9) and Pepsi (24 cases – consumer group

لا ءارجإ مت دقل ةتس يف يناديملا لمع ( 16 ) م تايلاو رئازجلا ن : تنشومت نيعو نارهو و وزو يزيتو ةمصاعلا رئازجلاو ناسملتو راردأ يمدختسم لاأ يملعلا

The results show that the first order predictors of luxury brand hate were negative stereotypes of people who use the luxury brand, consumer dissatisfaction with the brand,

The items introduced in the model are those validated with the exploratory factor analysis (Varimax rotation) and with the Cronbach Alpha coefficient. We have rotated the model

Brand extensions are better accepted when they are congruent either with the personal or with the social dimension of brand identity (Table 3).. Findings of this

l’oxalate ne se fait pas par un chemin oxydatif, elle se fait par photolyse du complexe et par conséquent, notre traitement conduit à l’oxydation totale du fenuron et à la

The contribution of this work is the identification of a clear linkage between the heritage experience lived in the brand museum and the engagement of consumers in a close