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Consumer engagement with retail firms through social media: an empirical study in Chile.
Purpose – Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known ...
Consumer engagement with retail firms through social media: an empirical study in Chile.
Purpose – Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known ...
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment
(2020-06-29)
The purpose of this thesis is to explore the effect of the stimuli gender stereotyping and issue advocacy on consumer sentiment towards advertising and brand. In an experimental study, consumer groups are exposed to the ...
Do consumers really care about aspects of corporate social responsibility when developing attitudes toward a brand?
(Taylor & Francis, 2021-08-18)
The present study assesses the relationship between the dimensions of perceived corporate social responsibility (PCSR) and consumer perceptions about a brand. The approach taken herein for PCSR is based on the sustain-centric ...
Brand management: estudo da personalidade da marca de instituições brasileiras de ensino superiorBrand management: study of brand personality of brazilian higher education institutions
(Universidade Federal de LavrasPrograma de Pós-graduação em AdministraçãoUFLAbrasilDepartamento de Administração e Economia, 2023)
A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil
(Universidade Federal de UberlândiaBrasilPrograma de Pós-graduação em Administração, 2016)
Identidad de marca en relación a la intención de compra de festivales musicales en Lima Metropolitana
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2020-07-10)
El tema de la presente investigación se centra en el desarrollo de identidad de marca en los festivales musicales en Lima metropolitana en relación a la intensión de compra de estos.
Para poder analizar dicha relación se ...
Advertising transparency in the social media influencersLa transparencia publicitaria en los influencers de las redes sociales
(Universidad Politécnica Salesiana, 2020)
Advertising transparency in the social media influencersLa transparencia publicitaria en los influencers de las redes sociales
(Universidad Politécnica Salesiana, 2020)
Branding Corporativo: una revisión bibliográficaCorporate Branding: a bibliographic review
(Corporación Universidad de la Costa, 2020)