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 …

. But what can determine people to make choices? Between the answers that marketers often give us is brand, that symbol …’s a complex process, and in this process marketers must develop a brand positioning, must create and manage brands. In … this paper, we try to underline the importance of brand in marketing communication. …

Purpose - This article deals with a type of luxury fashion brand whose name is at the same time the famous surname. The … of a known brand “name” and no necessity to involve great expenditure on promoting the name, the use of a form of a … famous artists’ surname as a brand can bring the brand managing companies some problems. In case of luxury brands, managers …