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Diana Rodrigues, Bruno Sousa, Sofia Gomes, José Oliveira and Eunice Lopes
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges assoc...
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Patrícia Quesado, Salomé Marques, Rui Silva and Alexandrino Ribeiro
This paper aims to develop a proposal for implementing the Balanced Scorecard (BSC) in a large Portuguese company that operates in the textile sector, intending to promote its subsequent implementation. Through a qualitative research approach, a case stu...
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António Cardoso, Marx Gabriel, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva, Márcio Oliveira and Galvão Meirinhos
The purpose of this article is to analyze the relationship between a brand?s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and th...
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Lanndon Ocampo, Joerabell Lourdes Aro, Samantha Shane Evangelista, Fatima Maturan, Kafferine Yamagishi, Dave Mamhot, Dina Fe Mamhot, Dawn Iris Calibo-Senit, Edgar Tibay, Joseph Pepito and Renissa Quiñones
Current literature merely identifies the driving factors of research productivity in higher education institutions without directly examining their interrelationships that would offer some fundamental insights into the nature of these factors. Thus, this...
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Patrick Ladipo, Bolajoko Dixon-Ogbechi, Olushola Akeke, Ismail Arebi, Olukunle Babarinde
Pág. 59 - 70
The purpose of this study is to determine the effect of market segmentation on competitive advantage in the Nigerian telecommunications service sector in the Lagos state. Motivation: The Nigerian government's decision to liberalize the communication indu...
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