value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides …, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to …

the most important and the cognitive component - the least important. The findings show that gender and brand of …Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations …