Enhancing the agility of the response to market demands is one of the most desirable qualities for the management of today’s enterprise, which is facing an unstable environment, with abrupt, frequent and unpredictable changes. The paper proposes a model o

Starting from a model of the factors which are directly involved in the consumer’s buying behavior – brand image, the perception of purchase risk, the attitude towards the product category and, in this context, the attitude towards the brand, the buying i