[PDF] Top 20 The consumer-brand relationship paradox

... much the it could also mean that I would not be likely to select that brand in the ...cool brand and because I have quite a bit of clothes from them, so I thought, sure that would be nice to ... See full document

... Concerning the second investigation, Topic Sentiment Analysis, it enabled to group the main topics addressed by the customers at the online brand communities into conversation clusters ... See full document

... as the main instrument for collecting ...male. The process of data collection took place in August (3-31, 2017) using the Google Docs ...out the questionnaire, all participants had a user ... See full document

... generate consumer loyalty (Hwang and Kandampully, 2012; Fournier, 1998), therefore it is important to analyse the effect of sponsorship on brand ...(2012), Brand loyalty, the core of ... See full document

... Typically, the accounts that give the most support to their followers, by encouraging them to do worthy things for themselves and providing them positive reviews, are the most appreciated ...and ... See full document

... Deloitte, Brand finance, Forbes, Football finance, Interbrand) that on a yearly basis present the results achieved by each football club in terms of their brand ...to the report published by ... See full document

... about the way in which consumer- based brand equity is created on social ...media. The purpose of this paper is to study the relationship between masculine and feminine ... See full document

... extend the understanding of CBE’s manifest variables, eleven in-depth interviews were conducted in Study ...on the scale development process (Churchill, ...in the United States and five consumers on ... See full document

... limitations. The present study was conducted on a single retail brand, which can make generalizations a cautious ...of the stores. Although this was the major store of the brand ... See full document

... in the first part of the study a rather detailed literature review, dedicated to the concept of brand attachment and the constructs close to it with the clear distinction between ... See full document

... in the perception a person might have towards a brand, as the company failed to meet a certain level of ...during the period where Tesla was interested in accessing the stock exchange, ... See full document

... into the areas of identification and impulsive buying, which are broadly examined in brand management and relationship ...marketing. The results show a clear direction, to managers take an ... See full document

... On the contrary, the NBD-Dirichlet theory raises serious doubts regarding the relationship marketing paradigm in general and loyalty programs in ...that the known facts prove the ... See full document

... national brand products, since consumers perceive them as legitimate and trustworthy ...that brand equity dimensions are seen through the light of private ...labels. The main focus of this ... See full document

... during the last few years that we face the growing interest of the topic within the marketing literature, which underline brand engagement as a way to create great value to companies ... See full document

... In the literature, authors agree that brands are becoming increasingly ...mind the increasingly importance of brand ...that the essence of the brand is captured by a name with ... See full document

... how brand heritage influences the relations between consumers and brands, this research aims to test this construct as a determinant of the self-reinforcing elements (enticing, enabling, and ... See full document

... to the goods-focus brand era, branding and marketing literature from the mid 20 th century onwards highlights brands as functional and symbolic images instead of ...defined brand images ... See full document

... that the influence of brand masculinity and brand femininity is mediated through brand love and through the two types of consumer-brand engagement on ...to the ... See full document

... offering the right fruit-based preparation reference for Grego Maracujá and Grego ...Portugal, the volumes we represent are not that significant to this supplier, which limits our bargaining power to some ... See full document