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Follow the leader or go your own way : the use of logos and branding in AmeriCorps and similar federally funded service grant programs as a pre-cursor to sustainable branding

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Brand and price : key signals when opening a franchise outlet

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Effect of celebrity endorsement in advertising activities by product type

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Brand owner approaches to assessing the risk of product counterfeiting

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Why do hypermarkets extend their brands to a growing number of products?

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Examining customer-brand relationships : a critical approach to empirical models on brand attachment, love, and engagement

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interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model …, turning the consumer into the best brand promoter. …

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