[PDF][PDF] You're nothing without me: What consumers contribute to brands
RH Tsiotsou, RE Goldsmith - Psychology of branding, 2013 - researchgate.net
ABSTRACT" At the heart of most corporate strategies lies a marketing strategy, and at the
heart of most marketing strategies lies a branding strategy." This proposal is based on the …
heart of most marketing strategies lies a branding strategy." This proposal is based on the …
[PDF][PDF] The role of brand personality on brand relationships and tribal behavior: an integrative model
R Tsiotsou, C Veloutsou - 40th European Marketing Academy …, 2011 - researchgate.net
The purpose of the present study is to develop and test a model that incorporates the effects
of brand personality and brand relationships on predicting tribal behaviour. We test the …
of brand personality and brand relationships on predicting tribal behaviour. We test the …
[PDF][PDF] Examining the link between brand relationships and tribal behaviour: a structural model
C Veloutsou, R Tsiotsou - 7th Thought Leaders International …, 2011 - researchgate.net
It is well recognised that brands are contributing in the development of relationships with
consumers and between consumers around the brands. Using data investigating the …
consumers and between consumers around the brands. Using data investigating the …
[PDF][PDF] Tribal behaviour and its effect on brand relationships: The view of the more mature market
C Veloutsou, L Moutinho - The New Knowledge Globalization Era …, 2011 - academia.edu
The importance of brand relationships is increasingly recognised by academics and
practitioners. In an era where consumers often develop brand communities, it is …
practitioners. In an era where consumers often develop brand communities, it is …