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 ...

Cada vez más el término Brand Equity es importante en diversas categorías, de este modo, las compañías buscan construir uno sólido. Asimismo, el Brand Personality en este fenómeno es relevante, pues está relacionado con ...

Purpose: The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook. Design/methodology/approach: A case study methodology was applied. Brand posts in the form of ...

Purpose – Customer value orientation, brand value and business ethics are critical variables to developing long-term relationships with customers and achieve sustainable sales growth over time. Th is research shows how ...

En este texto, se encontrará la definición del concepto marca, valoración de marca, gestión de marca y métodos de valoración de marca. Posteriormente se expondrá el caso de la marca Comfama en la ciudad de Medellín, Colombia, ...

Loyalty is one of the main assets of a brand (Aaker, 1991; Yoo and Donthu, 2001). It means repeat purchasing of the brand based on strong internal disposition—in other words, repeat purchase behaviour resulting from a ...

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 monograph sought to address the creation of value for a meat brand in natura in the digital age, the so-called brand equity. Amid fierce competition and globalization of the market, the companies hope that consumers ...