This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global ...

Contemporary perspectives on corporate marketing contemplating corporate branding, marketing and comminications in the twenty-first century

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 ...

It is not hard to understand that associating happiness with a brand is a smart strategic idea, perhaps what really motivates this analysis, is how to find the ways to interpret this concept and how to sell massively, ...

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social ...

The present study intended to provide comprehension and the appropriate development of the identity system and branding for the Ecolossus brand, a forest engineering consulting company from Curitiba. Thus, the project aimed ...

Considerando a possibilidade de construir marcas mais valiosas por meio do branding experiencial, este trabalho aborda a “Experiência de marca”, contextualizada como respostas sensoriais, afetivas, cognitivas, sociais e ...

This thesis presents bibliographic research about emotional design and branding, as well as the application of both topics into the development of a brand to a new company in the health food market. By following the GODP ...

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 ...