The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to … contribute to the sponsorship research by two means: To explain the brand image change, we introduce the concept of sponsor … methodological point of view, we use the Keller (1993) brand image measure, that is to say, the set of brand associations. The effect …

The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to … contribute to the sponsorship research by two means: to explain the brand image change, we introduce the concept of sponsor … the fit on the brand image is supposed to be curvilinear: this effect is the highest when the sponsor-event pairing is …

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

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 … apprehend its antecedents and outline its impact on brand loyalty. The second part presents the first quantitative results …

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. …

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 … brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is …

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 …