International Marketing Trends Conference
Paris, 15^th-17^th January 2009

Brand management

APAOLAZA IBÁÑEZ V. – HARTMANN P., Universidad del Pais Vasco, Spain – DIEHL S. – TERLUTTER R., University of Klagenfurt, Austria
How women experience cosmetic brands: The influence of experiential brand associations on brand satisfaction

BUSACCA B. Università Bocconi Milano, BERTOLI G. Università degli Studi di Brescia, Italy
Brand extension, counterextension, co-branding

CANTONE L. - RISITANO M. Università degli Studi di Napoli Federico II, Italy
Il ruolo della marca collettiva nella gestione delle relazioni di marketing nei sistemi agglomerativi di imprese

GISTRI G. Università di Pisa, ROMANI S. Università degli Studi di Sassari - PACE S. Università Bocconi Milano, Italy
Falso Prada o Carpisa? Un approfondimento empirico sugli effetti della contraffazione sui marchi di lusso e non

HADIJI D. – BOUHLEL O. – MZOUGHI N. - BEN SLIMANE I., ISG-Sousse, Tunisia
Personnalité de la marque et Mobile Marketing en Tunisie

HE J., East China Normal University, China
Real versus assumed emotion: The dimensions of consumer’s affect in the context of chinese culture and its effects on Chinese and foreign brand equity

JOWERS Z., Liverpool John Moores University, United Kingdom
The role of colour on brand identity and brand choice for children – a working paper

JULIENNE E., IAE de PARIS, Université Paris 1, Panthéon Sorbonne, France
L’implication est-elle prédictive de l’engagement à la marque?

LOPES RODRIGUES PC., Universidade Lusíada, Porto, Portugal - VITORINO MARTINS F., Universidade do Porto, Faculdade de Economia, Portugal
Perceptual and Behavioural Dimensions: Measuring Brand Equity Consumer Based

MACHADO JC. - DE LENCASTRE P., Universidade Católica Portuguesa, Portugal – DIONÍSIO P., Instituto Superior de Ciências do Trabalho e da Empresa, Portugal
Corporate identity – the management of the process of change in the name/logo in the context of brands’ merger

MAUBISSON L. – BENMOUSSA FZ., Université de Toulouse - IAE – CRG, France
Extension of Brand Experience: From the Anticipated Experience to the Consumption Experience. First Test with Nespresso.

OSWALD L R., University of Illinois, USA
Semiotics and Strategic Brand Management

RAFFELT U. – LITTICH M. – MEYER A., Ludwig-Maximilians-Universität München, Germany
Build your Brand! Evaluation of corporate architecture as an instrument of internal branding

REITZLE S., European Business School, Germany
Brand Leasing: A New Instrument To Leverage a Company’s Potential

SIMOES C. University of Minho, Portugal
A reflexion on the domain and management of corporate identity

VEG N., Université Paris X Nanterre , France
Valeurs du genre de la marque et concept d’ouverture : implications pour l’étude des extensions de gamme “homme – femme”

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