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Xi Chen, Zhe Li
Pág. 01 - 15
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Yulin Chen
This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different partic...
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K Mercy Makhitha
Pág. 28 - 36
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Mariam Abuzar Wyne,Faheem Ahmad Khan,Khurram Shafi
Pág. 12 - 21
Drastic dynamism in internet technology and the evolution of social media has had a major impact on the way firms interact and build relationships with their customers online. Social networking sites (SNSs) such as Facebook, allow firms to interact direc...
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O. Muroyiwa,R. Abratt,M. Mingione
AbstractThe purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions tha...
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Flavio Santino Bizarrias,Suzanne Strehlau,Marcelo Moll Brandão
Pág. 936 - 954
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Zahaira Fabiola González Romo,Irene García-Medina,Noemí Plaza Romero
Pág. pp. 136 - 149
This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audienc...
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Enrica PAVIONE,Roberta PEZZETTI,Matteo DALL'AVA
Pág. 241 - 261
In the last years, many drivers should motivate luxury companies to engage in more sustainable practices. On the one hand, consumers seek new forms of luxury that shows respect for natural resources and human beings, yet standing by traditional factors s...
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T Frank Sunil Justus,T Sunitha,M. Gnanasundari
Perceived risk is an ambiguity that consumers face when they cannot foresee the outcome of their purchase decisions. Perceived risk occurs when an individual consumer perceives the possible hazard or chance of loss as the result of a purchase decision. C...
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Marina OCHKOVSKAYA
Pág. 279
The present paper compares the luxury consumption in Russia with that in the post-communist countries of the former Soviet bloc. The aim of this research is to find out the common and specific about an attitude to global luxury brands in Russia and Roman...
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