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La afinidad de producto y marca en el co-branding y su relación con la preferencia
(Universitat Politècnica de Catalunya, 2015-06-15)
Esta tesis estudia cómo la afinidad de producto y la afinidad de marca, en una estrategia de co-branding, afectan la preferencia del consumidor. Mediante un análisis de regresión se comprueba que ambas influyen de manera ...
The Brand-Cause Fit in the Advertising Campaign for Sprite’s #YouAreNotAlone
(Springer Science and Business Media Deutschland GmbH, 2022-01-01)
Several authors have determined concepts related to the inclusion of social problems in advertising. One of them is brand-cause fit, which refers to the condition in which a brand and a social problem—with which the target ...
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-cause fit como estrategia publicitaria. Caso ‘No estás solo’ de Sprite
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2022-01-08)
Diversos autores han determinado conceptos referidos a la inclusión de problemáticas sociales en la publicidad, siendo uno de ellos el brand-cause fit, referido a la condición en la que una marca y un problema social –con ...
Human brands and their brand extensions: A reconceptualization and empirical examination of the predictive power of authenticity
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2021-05-01)
Human brands have proven their relevance in contemporary society and are
gaining academic relevance as well. The purpose of this dissertation is to explore
human branding research from a strategic brand management ...
Construção de valor de marca: uma análise a partir das estratégias da Labellamafia
(BrasilUFSMCentro de Ciências Sociais e Humanas, 2017-11-24)
This work consists in an analysis of the value construction of the Labellamafia brand in its trajectory in the fitness scenario. During the development of this study, I attempted to answer how the brand in question built ...
El brand-cause fit como estrategia publicitaria. Caso ‘No estás solo’ de SpriteThe brand-cause fit in the advertising campaign for Sprite’s #YouAreNotAlone
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2022)
O forte do mercado: uma análise do mercado de fitness não convencional
(2013-03-11)
This research is contextualized in the current domestic scenario: Brazil is going through a unique moment that will culminate in two athletic events of worldwide repercussions: the FIFA World Cup in 2014 and the Olympics ...
El rol de los Fitness Influencers para generar Credibilidad de Marca a través de Imaginarios distorsionados de vida saludable en Instagram
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2019-11-25)
Los fitness influencers se han convertido en el recurso publicitario más usado por la industria fitness para generar credibilidad de marca a través de Instagram; red social que se ha consolidado como el escaparate más ...
Consumer reactions to brand extensions in a competitive context: does fit still matter?
(UNIV CHICAGO PRESS, 2010)