Purpose - This article deals with a type of luxury fashion brand whose name is at the same time the famous surname. The … of a known brand “name” and no necessity to involve great expenditure on promoting the name, the use of a form of a … famous artists’ surname as a brand can bring the brand managing companies some problems. In case of luxury brands, managers …

and engage in rituals that develop and strengthen connectivity to their ideologies and the brand, too (Head et al., 2012 …. 91). Strong brand and the good reputation have become an important beneficial attribute of an organisation nowadays … customers for whom brand and organisational image are factors strenghtening loyalty that also play important part of their lives …

social. Dialogue between consumers and the brand is presented in the paper on the case of a leading brand in the category of … building a relationship with the brand. The main thesis of present case was an effectiveness of communication and strategy done … through social networking media could increase brand relationship with young people. It is necessary to study the …

examines the moderating effect of product involvement and brand image in the relationship between the effects of electronic … effect on purchase intention. Most importantly, product involvement and brand image have moderating effect in the …

dialoguing with consumers, which is a great chance of brand idea development; however, if led improperly, such dialogues may also …