The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand. The study analysed the musical event MTV winter festival, considering
The paper focuses on the growing aspect of consumer-brand communities in the online context and the manner that the engagement of individuals in brand communities can actually support the broadening
The paper focuses on conceptualizing and measuring brand identity in services. We develop a valid and reliable scale to measure services brand identity. The lack of a consumer-based conceptualisation
The present study aims to extend our knowledge regarding consumers’ future behaviour towards Private Label Brands (PLBs) by putting together traditionally price-related factors such as price
Based on the purchase of a plasma television, this present study analyses the influence of general satisfaction with private labels, perceived similarity, in terms of quality between the private