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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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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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Simone Blanc, Valentina Maria Merlino, Alice Versino, Giulia Mastromonaco, Antonina Sparacino, Stefano Massaglia and Danielle Borra
Background: This research investigates the web-based communication and promotion strategies applied by a sample of selected chocolatiers in Piedmont, a region in the northwest of Italy known for its ancient chocolate-making tradition. Methods: the AGIL s...
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Sanjay Mathrani and Sara Diaa Eldin Ibrahim
Cultural inclusion generates a positive impact by socially increasing pride for individuals or economically increasing a country?s global capital. Currently, in New Zealand (NZ), not many strategies exist that ensure inclusion of culture in new products ...
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Mohd Faizal Abdul Ghani, Mohd Hizam-Hanafiah, Rosmah Mat Isa and Hamizah Abd Hamid
Previous literature has acknowledged franchising as a great way for businesses to expand into new areas and opportunities. It has become a popular option for those who are looking to start their businesses by choosing a well-known company?s brand name an...
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