dimensions of brand equity to be adapted to retail brands and which feedback effects of brand extension can occur on the image of … retailer when a retail brand (which is the extended brand) dissatisfies consumers. Results show that there are two policies of … between the various categories of retail brands leads to consider two different models of brand equity. Whereas private labels …

the concept of brand? And if so, how do copyright and trademark institutions work together to stimulate and promote … allow the appropriation of a meaningful good also confer a brand on it, identifying its sources. This leads to mixed …

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the … ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and … confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands …