respective capacities of the brand and the product to convey the signs that these consumers want to communicate to theirs peers … professionals to determine if they have to concentrate their message on the brand axis, the product axis or an intermediate position …

Few academic works were interested in the way teenagers react to the criticism of their peers about a brand choice. A … a reproach situation by his/her classroom’s closest friends about one of his/her brand choices for a given product …

The objective of this article is to conceptualize the value creation process in brand alliances using a dynamic … organizational components in brand alliances. The research question is to identify the key components which allow the creation and … conditions affecting the value creation process. Then the framework is applied in case studies of brand alliances in the food …

In this communication, we conceptualize the value creation process in brand alliances through an approach both static … which can permit to create value in brand alliances : context, actors, objectives, behaviors, resources, governance … mechanisms. We apply the process in brand alliances on the food market using case study approach (Yin, 2003). We show that the …

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 …

this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research … examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N … = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information …

brand profile on Facebook, to participate and interact with the community, and to share content published by brands on their … Facebook users who were brand followers. The quantitative study was based on a structured questionnaire, which gathered … responses from 650 Facebook brand followers. Results show that while Facebook users are willing to connect to brands on Facebook …