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Line extension influence on brand image: a study on the alcoholic beverage market in Brazil
(2014)
The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These ...
Gestão de marcas e relações públicas: o papel da propaganda de relações públicas na construção e manutenção da imagem institucional
(Universidade Estadual Paulista (Unesp), 2012)
The main purpose of this study is to promote reflection about the relevance of institutional propaganda as a tool of public relations and as a component of brand management. Concepts relevant to the design of this propaganda ...