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Brand management

Brand management

Brand management

... building brand communities. Nike+ is an example of brand online community where personal connections are built, peer-to-peer support is given and interaction between members to achieve training and ...

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Gestão de marcas: um estudo de caso da puma / Brand management: case study of puma

Gestão de marcas: um estudo de caso da puma / Brand management: case study of puma

... Cabe enfatizar que a preocupação das empresas em relação ao consumidor se justifica pelo aparecimento da concorrência e não pelo consumidor em si. Onde o papel da marca é vinculado à imagem da empresa, já que esta possui ...

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Gestión de marca – Brand Management

Gestión de marca – Brand Management

... posicionamiento brand equity, todos han sido explicados mediante los atributos PIRT: el conocimiento de la marca, los atributos, calidad percibida y la lealtad a la ...

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A critical review of private labels (PLs): implications for managing retail brands

A critical review of private labels (PLs): implications for managing retail brands

... Sebastian Molinillo (PhD) is Senior Lecturer of Marketing at University of Málaga. His research interests are distribution, brand management, social media and corporate social responsibility. He has ...

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Gestión de marca e identidad en la televisión pública. Análisis de Canal Encuentro, Argentina

Gestión de marca e identidad en la televisión pública. Análisis de Canal Encuentro, Argentina

... the brand management analysis of Canal Encuentro allows us to identify the innovations and creativity in the service of public television, to specify the variables that come together in the construction of ...

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Vicasol, the improvement of a brand process and its relevance and positioning in the European market.

Vicasol, the improvement of a brand process and its relevance and positioning in the European market.

... the brand that defines the organization that will deliver and stand behind the offering, the corporate brand is defined primarily by organizational associations (David ...the brand building process ...

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Brand Engagement Analisis del compromiso del consumidor

Brand Engagement Analisis del compromiso del consumidor

... el Brand Engagement resulta un término que facilita la identificación del consumidor ideal; aquel con el que toda marca quiere interactuar en el mercado, ya que supera una elección de compra que mezcla la ...

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Consumer emotional attachments to a brand

Consumer emotional attachments to a brand

... Los dos últimos objetivos direccionados a establecer el tipo de comunicación que desearían recibir los cliente de la EDS, y las estrategias que permitan impactar de forma positiva la rel[r] ...

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Medición del Brand Equity con Social Media

Medición del Brand Equity con Social Media

... the brand relationship and how it is extrapolated to the individual social interaction sphere through advo- ...if brand relationship is strong at the first level it can be transferred from an individual and ...

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Optimal retail price promotions

Optimal retail price promotions

... promoted brand suffers from a reduction of its postpromotion sales due to forward ...promoted brand, having the rational expectation that the promotion only lasts for a short period of time after which the ...

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The García Brand project

The García Brand project

... Quizá fue este conjunto de disposiciones las que llevaron a afirmar a exploradores como Joseph de Brettes que sobre los Yoruma: “…se cernía la melancolía de los pueblos llamados a desaparecer” (Brettes, 1898: 324) y a ...

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Brand Identity: Construyendo una tribu

Brand Identity: Construyendo una tribu

... brand idnetity CB 2019 02 07 cookbook brand identity construyendo una tribu ph d franklin hernández castro Instituto Tecnológico de Costa Rica franhernandez@itcr ac cr 1era edición enero 2019 como cit[.] ...

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Estudio sobre la relación que existe entre la personalidad de marca y experiencia de marca en la rentabilidad de las pymes en Colombia  El caso de dos comercializadoras de ropa

Estudio sobre la relación que existe entre la personalidad de marca y experiencia de marca en la rentabilidad de las pymes en Colombia El caso de dos comercializadoras de ropa

... De acuerdo a la investigación realizada por Keng, Tran y Le Thi 2013 en su estudio “Relationships among Brand Experience, Brand Personality, and Customer Experiential Value” en donde se [r] ...

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Qualitative Market Research: An International Journal

Qualitative Market Research: An International Journal

... true brand loyalty or if the consumer is rather driven by inertia (Odin et ...true brand loyalty by an acceptable (as opposed to a high level) of satisfaction and by the absence of high levels of commitment ...

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The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials

The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials

... Companies have splurged substantial money for hiring celebrity as an endorser with the perception that the use of celebrity make the advertisement more believable and thus produce favourable advertise- ment results. ...

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You love it, i love it, too: a social network analysis approach to brand love

You love it, i love it, too: a social network analysis approach to brand love

... the brand were recorded, along with answers to questions about the interactions between the participant-alter ...on brand love and the frequency of consumption of the brand’s ...

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Global, local and glocal brands in emerging markets: sources of brand value and brand purchase likelihood

Global, local and glocal brands in emerging markets: sources of brand value and brand purchase likelihood

... because brand attitudes are positively related with the brand purchase intentions (Spears and Singh, 2004; Ahmed and Rouf, ...of brand (global, local or glocal) may influence consumer preference for ...

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Art – Search is brand – Sentinel – 2005

Art – Search is brand – Sentinel – 2005

... company Kryptonite locks issued a formal denial of a story which had been running in blogs and message boards that their "unbreakable" $95 locks could be unpicked with a biro. Within days blogger Benjamin Running ...

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El posicionamiento de una marca deportiva (Brand positioning)

El posicionamiento de una marca deportiva (Brand positioning)

... Brand promise: La marca habla de que su misión se basa en “Dar inspiración e innovación a todos los atletas del mundo” (“To bring inspiration and innovation to every athlete in the world”). La marca basa su ...

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The importance of brand elements : effects of critical brand elements on wine purchase behavior

The importance of brand elements : effects of critical brand elements on wine purchase behavior

... The infonnation in the last column of Table 2.1 suggests possibilities of research concerning the description of local cor.sumers in tenns of vaiues and aspirations of consumption and th[r] ...

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