Purpose This study's aim was to investigate the role of the perceived values of gaming on
consumers' perceptions of brands as cool as well as the impacts on the consumer–brand …

Purpose The aim of this study was to investigate the role of immersive gaming on brand
coolness and brand equity, with particular emphasis on fashion gaming collaborations. We …

Purpose This study aims to analyse the synchronization sustainability has with coolness and
how promotion of sustainable fashion can be dealt in an ameliorate way. It also provides …

O consumo de Masstige Brands (MB) tem sido um tema proeminente na literatura existente
por ter revolucionado o mercado de luxo a nível global. Porém, são poucos os estudos …

In the fashion industry, a highly unstable and increasingly competitive market, brands are
forced to make efforts and outline strategies that guarantee differentiation and brand …

The concept of brand coolness gained researchers' attention recently. Researchers and
practitioners are keen to understand its consequences. This thesis, thus investigates the …

Mortgage life insurance (MLI) offers lucrative opportunities for insurers in Portugal but
retaining customers has become challenging amid regulatory changes and fierce …

Öz Tüketicilerin markalar ile duygusal bağ kurmaları ve davranışlarındaki bu duygusal bağın
etkisi, günümüz pazarlama dünyasının önemli bir konusudur. Çünkü tüketiciler, markalar ile …

Purpose: To understand how integrated marketing communication based on brand value
influences the image and relationships in companies with longevity in specific cross-border …