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Store brand and national brand promotion attitudes antecedents
(Elsevier, 2011)
Retailers compete against national manufacturers by launching store brands. National manufactures
regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether
attitudes ...
Understanding the dimensions of athlete brand authenticity
(Escuela de Educación Física de la Universidad de Costa Rica, 2021)
The brand meaning co-creation process on Facebook
(Emerald Group Publishing Ltd., 2017)
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 ...
Um profissional liberal enquanto marca: construção de um plano de branding
(BrasilUFSMCentro de Ciências Sociais e Humanas, 2016-12-12)
This paper proposes a constuction and management brand plan for independent professionals. Thus, it sought to understand the brand role in marketing strategies and the branding process development nowadays. At first, were ...
Internal branding: conceptualization from a literature review and opportunities for future research
(Corporación Universidad de la Costa, 2020)
O impacto da experiência de marca em brand equity baseado no consumidor e a personalidade da marca como variável mediadora
(2020-05)
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 ...
Papelaria Mi Frufru: aplicação de estratégias de branding para criação de marca de papelaria virtual
(Universidade Federal de Santa MariaBrasilUFSMCentro de Ciências Sociais e Humanas, 2022)
The present work consists in the elaboration of an experimental project with the objective of creating a creative stationery brand, based on personal motivations and presented in a delicate and affectionate aesthetic. As ...