Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by …, applied to clothing, aims at studying the direct effect of the product acquisition context; and more specially the effect of a … brand usage frequency on the link between satisfaction and customer loyalty is studied. To address these research questions …

approach to the consistencies of the changes that brands need to address, enabling proactive brand aesthetics management to …

to make a choice. However, these effects of hyperchoice we largely attenuated by the presence of a brand. …

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. …

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

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

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 …