Brand equity has been recognized as a key variable in both the academic and professional literature. This paper aims to deepen in the nature of the retailer equity construct and identify the variables that contribute to its formation, proposing an integrative model based on their dimensions and e...

Alors que la littérature marketing explique habituellement l’engagement par des construits attitudinaux tels que la confiance et l’attachement, nous développons une approche comportementale alternative selon laquelle l’engagement résulte de l’accumulation d’actes d’achat et de consommation (Kiesl...

Charities, universities and cultural institutions have greater and greater financial need and less and less public funding. Fundraising has thus become fundamental to their survival.

Since the tobacco industry has been stripped of most of its marketing mix, the cigarette package has become an increasingly important advertising tool. However, plain packaging could make it less attractive (by removing design elements such as logos and colors, leaving only the brand name in a st...

A brand is recognised as a business asset, mainly estimated on a marketing and financial basis. This research shows that the brand value can also be appreciated according to the value it brings to the employees.