Now showing items 1-10 of 6176
Determinants of the success of global and local brands in Latin America
The purpose of this paper is to address the issue of the implementation of global and local brands in Latin America by drawing on contingency theory to develop and test hypotheses relating to how product category ...
How virtual brand community traces may increase fan engagement in brand pages
(Elsevier Science Bv, 2017-06)
Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have ...
Store brand and national brand promotion attitudes antecedents
Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes ...
The relationship between brand logos and customer relationship in Chile
With the development of science and technology, the connection between consumers and the products has become more and more close. Various of channels relate to the consumers, marketing strategies are vital to the company ...
(Florianópolis, SC, 2016)
As estratégias de comunicação na construção do imaginário da marca Ray Ban
(Universidade Federal de Santa MariaCentro de Ciências Sociais e Humanas, 2015-12-18)
This paper studies the communication strategies of the brand Ray Ban and its role in building the imaginary brand, through cartographic perspective. The focus of this analysis is the imaginary plateaus brand and communication. ...
Branding Aquarela: Identidade Visual e DNA de marca sob a perspectiva do TXM Branding
(Florianópolis, SC, 2017)
Marcas de experiencia: marcando la diferencia
(Facultad de Ciencias Administrativas y Económicas, 2011-10-01)
In a race to differentiate their offerings from those of others, companies are now focusing on creating customer experiences. This has led to a new broader vision of branding, which leads to a more experiential way ...