Sfoglia per Autore
A branding challenge for social marketing programs
2012 Baghi, Ilaria; Gabrielli, Veronica
Il consumo di prodotti di lusso contraffatti e originali a confronto
2012 Gabrielli, Veronica; Grappi, Silvia; Baghi, Ilaria; Balboni, Bernardo
Does counterfeiting affect luxury customer-based brand equity?
2012 Gabrielli, Veronica; Grappi, Silvia; Baghi, Ilaria
Lo sguardo dei consumatori verso la marca di lusso nell'epoca della contraffazione
2013 Baghi, Ilaria; Balboni, Bernardo; Gabrielli, Veronica; Grappi, Silvia
I riflessi della contraffazione sul valore della marca
2013 Gabrielli, Veronica; Baghi, Ilaria; Grappi, Silvia; Balboni, Bernardo
Brand awareness or brand credibility? This is the matter in a co-branded cause related marketing program
2013 Baghi, Ilaria; Gabrielli, Veronica
Counterfeiting of Luxury Brands: Opportunity beyond the Threat
2013 Grappi, Silvia; Baghi, Ilaria; Balboni, Bernardo; Gabrielli, Veronica
For-profit or non-profit brands: Which is more effective in a cause-related marketing programme?
2013 Baghi, Ilaria; Gabrielli, Veronica
Co-branded cause-related marketing campaigns: the importance of linking two strong brands
2013 Baghi, Ilaria; Gabrielli, Veronica
Consumption practices of fast fashion products: A consumer-based approach
2013 Gabrielli, Veronica; Baghi, Ilaria; Codeluppi, Vanni
Brand communication
2014 Gabrielli, Veronica
The influence of in-store product holders on orientation towards the product and on purchase intention
2014 Gabrielli, Veronica; Cavazza, Nicoletta
From the House of Brand to the Branded House: The Effects of a Brand Portfolio Shift on Consumers’ Choice.
2015 Gabrielli, V.; Baghi, I.
Affordant Shapes of Product Holder Influence Product Evaluation and Purchase Intention
2015 Cavazza, Nicoletta; Gabrielli, Veronica
Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand
2016 Baghi, Ilaria; Gabrielli, Veronica; Grappi, Silvia
Brand architecture shift and corporate brand equity: An exploratory study
2016 Gabrielli, Veronica; Baghi, Ilaria
Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person
2016 Gabrielli, Veronica; Baghi, Ilaria
The role of brand prominence disparity in co-branded cause related marketing programs: Luxury vs non-luxury brand positioning
2017 Baghi, I.; Gabrielli, V.
Brand architecture change: When the corporate brand steps out of the shadow
2017 Gabrielli, V.; Baghi, I.
How culture belonging shapes negative emotion during product-harm crisis and influences consumers’ purchase intention of the faulty brand
2018 Baghi, I.; Gabrielli, V.
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