... Socialization Customer engagement Brand love Customer relationship management Consumption experience Generation M Interpersonal love Globalization, a compelling truth in today’s business realm, has forged an intense atmosphere of competition between national and multinational brands. Brands...

...–brand relationship and reduces the child’s self-esteem. Based on this, this study proposes a four-case typology of child–brand relationship dynamics with two criteria: the child’s attitude toward the brand relationship (favorable and unfavorable) and the consistency of attitudes in his/her socialization...

... artistic movement. But the dilemma then became: did they want to be a big fish in a little pond or a little fish in a big pond? © Emerald Group Publishing Limited 2014 --> Socialization Brand personality Consumer empowerment This somewhat controversial book...