integrated in the literature on brand extensions or advertising effectiveness. We will show the importance of this concept … scale to measure this concept. …

well know French brand DIM, the authors present the permanent brand identity across brand extensions. …

relative to our study and particularly the creation of a measurement scale. Brand detachment seems to have two dimensions : an …Having clarified the concept of brand detachment, this communication presents the results of our first data collection …. The first part of this paper conceptualises the phenomenon of brand detachment : After a succinct presentation of the …

This work aims to understand the consumers’ attitude towards the brand names changes by analysing the brand …-after experimental design on two real brand changes and shows growing brand representation evolution according to the strategies. …

establishment of a gratification system in accordance with the consumers’ expectations, their perception of the brand associations … and their relationship with the brand. …

brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is …The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of … masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that …

the context of brand alliances. Indeed strategic assets in alliances are mobilized by actors in complex forms of … organization in order to reach certain strategic objectives. Brand alliances are not different from that point of view. Internal … field of brand alliances. So the research question of the paper is to understand, in specific processes of the value …