pursuit materialism cherish Achievement (vanity) but Budget their money poorly. Third, multi-group analyses illustrate that …—from the Materialism Scale. Based on our data collected from 330 university students in Czech Republic, we provide the … represents Power, Good, Achievement, and not Evil, in the context of materialism. Our formative model suggests that those who …

email in the brand communication of luxury goods.  Referring to the model of intereffication it is stated that journalism … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand … opportunities regarding the creation of luxury brand worlds. …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value … expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing … brands in this fashion. A recent view of consumer brand identification—the concept of brand engagement in self-concept (BESC …

, the WOM model and principles, directions of WOM research. Brand engagement has made consumers more powerful in terms of … requirements and evaluation of product/brand, more demanding and impatient in brand communication and market response. …

The article deals with basic questions regarding terminology study the concepts of \"brand\" and \"brand management …\", the main stages of the product based on brand and the right tools to do so. Also, the basic components of the brand to …

presents the importance of having a strong brand, it presents several aspects with regard to what brand represents, it points … out what are the main factors for creating brand value. Another important aspect that this paper presents are the four … steps that a company must undertake in order to have a powerful brand in the context of the global market and of stronger …