The Art of Successful Brand Collaborations: Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause… and More Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations […]

Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer-brand relationships and brand attitude. How do loyalty program rewards influence the consumer-brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present […]

The World Health Organization recommends reducing sugar intake in order to improve one’s health. In this spirit, the aim of the present research is to test the impact that dining as a family has on the consumption of sweet food and to compare the results with the impact of dining alone or with friends, at […]

The proliferation of live music festivals in Spain has involved for festival managers the need to differentiate their events, creating brand equity through marketing communications, especially in social media. Given the variability in the ages of festival attendees, the present paper aims at analyzing the moderating role of the generational cohort in the influence of […]