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El brand equity y el valor de marca
(Universidad de Lima, Carrera de MarketingPE, 2019)
La marca es definida como aquel nombre o signo con el que se identifica una oferta con el cliente y que se diferencia de la competencia. Sin embargo la marca es mucho más. Es una promesa con el cliente, es la reputación ...
Market segmentation and dimensions of store equity: a study in retail constructionSegmentação de mercado e dimensões do store equity: um estudo no varejo da construção civil
(Universidade Federal de Santa Maria, 2020)
City branding in European capitals: An analysis from the visitor perspective
(Elsevier Ltd, 2018)
Approaches that affect consumer-based brand equity
(Univ Nove Julho, 2017-09)
Current studies on factors affecting the dimensions of consumer-based brand equity have been dispersed, applicable to specific contexts and not systematized in the literature. So, the purpose of this paper is to identify ...
Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity
(De Gruyter OpenRO, 2015-03-29)
Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use of the trademark by third parties (junior brands). Although there are two types of dilution, blurring and tarnishment, ...
Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity
(De Gruyter OpenRO, 2015-03-29)
Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use of the trademark by third parties (junior brands). Although there are two types of dilution, blurring and tarnishment, ...
Personalized service and brand equity in family business: A dyadic investigation
(Journal of Small Business Strategy, 2022)
Personalized service and brand equity in family business: A dyadic investigation
(Journal of Small Business Strategy, 2022)
The allure of ubiquity: brand equity and brand authenticity influenced by distribution channelsO valor e a autenticidade da marca influenciados pelos canais de distribuição
(Universidade Federal de Santa Maria, 2019)
El brand equity, ¿valor para el cliente o valor para la empresa?
(Universidad de LimaPE, 2017)
El valor capital de la marca o brand equity es el atributo de la marca que se define
como el efecto diferencial que el conocimiento de la marca genera en la respuesta del
cliente a los esfuerzos de marketing. Resulta ...