A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its … likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media … expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a …

organization for successfully administrating of its business area, the brand takes a distinct place, because of the huge potential …

emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

. However, whereas scholars emphasize the importance of affect in the management of consumption places, to date, these works …

’importance de l’affect dans la gestion des lieux de consommation. Cet article synthétise les travaux antérieurs sur l’attachement au …. However, whereas scholars emphasize the importance of affect in the management of consumption places, to date, these works …

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

representing the foundations of their brand community. …

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

communication strategies used in marketing to build congruence between brand image and consumers. Famous persons exert their … likeability. …