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The main objective of this thesis is to determine whether the exposure of potential consumers to a stimulus presenting an alliance of the image of a non-endemic brand with the image of eSport, in the context of sponsorship, has an influence on the image of the non-endemic brand.

eSport --- image --- sponsoring --- ecosystem --- brand equity --- Sciences économiques & de gestion > Marketing

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Abstract

Access-based services (ABS), which offer multiple consumers the temporary use of products without transfer of ownership, are becoming increasingly popular. Yet, consumers seem reluctant to fully embrace these service innovations and as a result, numerous access-based businesses experience failure. Recent studies identify consumer contamination concerns as a specific psychological barrier that hinders customers from adopting ABS. Fears of contamination arise when a person perceives that actual or imagined contact between an object and another person occurred, leading to a transfer of germs or residues. However, research on contamination in an ABS context is only emerging and empirical evidence on how to successfully overcome the contamination barrier is lacking. This study contributes to prior research by investigating brand equity as a firm strategy aimed at overcoming the contamination barrier to ABS. Thereby, a product’s physical proximity is examined as a factor influencing consumer contamination concerns. Moreover, this study explores the mediating role of customer stereotypes in the relationship between brand equity and contamination concerns. The results of a scenario-based experiment (N = 296) reveal that products characterized by close physical proximity to one’s body elicit higher feelings of contamination among customers. Furthermore, the study results confirm brand equity to be an effective firm strategy to reduce consumer contamination concerns in ABS for products characterized by close as well as far physical proximity. Warmth and competence stereotypes act as critical mediators in the relation between brand equity and consumer contamination concerns. The results suggest that service providers should consider contamination effects when developing their product strategy and invest in brand building strategies as well as strategies cultivating favorable brand stereotypes to mitigate the contamination barrier and to boost the adoption rate of their service innovations.

Access-based services, sharing economy, customer barriers, service innovations, consumer contamination concerns, brand equity, stereotypes --- Sciences économiques & de gestion > Marketing

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The results of this study show that consumer perception of counterfeit products has a
negative effect on the brand equity of luxury brands. The impact of counterfeit products
on brand associations of authentic brands (1,4%) and perceived quality (6,8%) is small,
but it’s statistically significant. However, our results don’t indicate that the negative
perception of counterfeit products has an influence on the social status of owning
luxury brands, the demand of luxury products and the ownership of authentic brands. In
other words, there is no evidence of what are the consequences of counterfeit products
on the customer-based brand equity (CBBE) of luxury brands. Furthermore, our
findings show that women and young people (from 18 to 35 years old) are more willing
to buy fake products than men and elderly people (upper than 36 years old).
Nevertheless, we don’t find any relationship between the level of education and the
intention to purchase counterfeit goods. In fact, some people has a high level of
education but they still buy these products.

: luxury brands, counterfeit products, brand Associations, perceived Quality, customer-based brand equity, consumer perception, purchase intention. --- Sciences économiques & de gestion > Marketing

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Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

trust --- online booking purchases --- shopping time --- engagement --- local food --- website quality --- value chain --- shopping frequency --- bibliometric analysis --- retail --- PLS-SEM --- structural equation modeling (SEM) --- mapping study --- attachment --- consumer engagement --- customer loyalty --- e-commerce --- brand love --- shopping experience --- brand --- consumer --- purchase intentions --- transaction costs --- website --- brand equity --- financial performance --- behavioural e-loyalty --- commitment --- satisfaction --- re-purchase intentions --- earnings --- unlisted firms --- revisit intentions --- B2C tourism online --- customer

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This Special Issue contains articles include, but not limited to, empirical, analytical, or design-oriented approaches to the following topics: Monitoring of carrying capacity and mechanisms for managing tourist flows in rural areas; Systems and tools to measure the social, economic, and environmental sustainability of rural tourism; Integration between public tourism policies and private strategies in the promotion and implementation of sustainable practices; Policies for promoting public participation in the planning and development of sustainable rural tourism; The impacts of tourism on traditional agricultural activities; Identity enhancement of the territory and its productions; "Good practices" in the implementation of rural tourism sustainability.

Development economics & emerging economies --- rural revitalization --- rural tourism --- heritage preservation --- cinema --- filmic discourses --- rural areas --- landscapes --- gendered interpretation --- territorial identity --- Camino de Santiago --- sustainability --- landscape --- brand equity --- organic agriculture --- peripheral areas --- local development --- heritagisation --- sustainable rural tourism --- stakeholders --- disaffected citizens --- sustainable development --- Triple Bottom Line --- rural development --- agriculture --- sustainability matrix --- cultural ecosystem services --- ecosystem --- Nemunas Delta --- Curonian Lagoon --- permaculture --- downshifting --- development --- local resources --- marginal areas --- National Strategy for Inner Areas (SNAI --- Strategia Nazionale per le Aree Interne) --- sustainable local development --- experiential tourism --- Romania --- case study --- territorial valorization --- rural hospitality services --- Transylvania --- sport --- tourism --- "borgo" --- tourism development --- rural area --- sustainable tourism --- periurban --- multifunctional agriculture --- periurban parks --- rural revitalization --- rural tourism --- heritage preservation --- cinema --- filmic discourses --- rural areas --- landscapes --- gendered interpretation --- territorial identity --- Camino de Santiago --- sustainability --- landscape --- brand equity --- organic agriculture --- peripheral areas --- local development --- heritagisation --- sustainable rural tourism --- stakeholders --- disaffected citizens --- sustainable development --- Triple Bottom Line --- rural development --- agriculture --- sustainability matrix --- cultural ecosystem services --- ecosystem --- Nemunas Delta --- Curonian Lagoon --- permaculture --- downshifting --- development --- local resources --- marginal areas --- National Strategy for Inner Areas (SNAI --- Strategia Nazionale per le Aree Interne) --- sustainable local development --- experiential tourism --- Romania --- case study --- territorial valorization --- rural hospitality services --- Transylvania --- sport --- tourism --- "borgo" --- tourism development --- rural area --- sustainable tourism --- periurban --- multifunctional agriculture --- periurban parks