...William Caruso; Lara Stocchi; Jenni Romaniuk Purpose This research aims to explain the effectiveness of mobile apps in establishing a visual linkage to the brand behind the app, enhancing its distinctiveness and, overall, leading to greater correct brand recognition (brand lift). Design...

... consumer-centric) and consumers’ characteristics (vanity, opinion leadership and fashion consciousness) on brand recognition and trust. Design/methodology/approach A quantitative 2 (source type: brand versus fashionista) × 2 (branded visual image type: product-centric luxury versus consumer-centric...

... impact on improving company performance, especially in brand recognition. Originality/value – This is the first empirical test of a new product evolutionary cycle that incorporates influential bodies as one of the driving forces. The approach to correlate company performance with active management...