a public label and / or a private brand. Our econometric results confirm the expected effects of the organizational … effect between brand and public labels. …

Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and … netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment. The study … sub-processes reflecting consumers' interactive experience within online brand communities, and value co-creation among …

—luxury status/values, luxury consumer behavior, luxury brand management, and luxury brand counterfeiting—even though many of the …

Examination of consumers' relationships with brands is available in depth only for the last decade. As brand …

The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand … identification, brand commitment, and word of mouth. The results show that congruity of consumer and brand values tends to have … positive influence on consumers' identification. Consumers who identify with a brand tend to commit stronger to a brand and …

To substitute a well-known initial brand by a totally unknown target brand is risky. Whereas some general … recommendations in terms of implementation have already been described in the literature, it is not taken into account that brand … be a customer transfer when the positioning of the initial brand remains identical (Bio-Activia) or it could aim to a …

creation of a strong brand. As the modern buyer pays more attention to branded products, the building and strengthening of … management style, striving for success in the international arena. Procter & Gamble is aware of the fact that the brand has begun … to gain importance in the competition on a global scale. The global brand has now become a guarantor of successful …