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Manuel Escobar Farfán,Rodrigo Gallardo,Javiera Flores Salas
Pág. 67 - 80
Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand?s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consume...
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Sumudu Namali Munasinghe
Pág. 9 - 11
The three factors in the marketing communication context namely, the spokesperson, message and channel is vital in affecting the purchase intention of a consumer. In the Sri Lankan context, the marketers of the personal care brands had put more effort on...
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Mariam Abuzar Wyne,Faheem Ahmad Khan,Khurram Shafi
Pág. 12 - 21
Drastic dynamism in internet technology and the evolution of social media has had a major impact on the way firms interact and build relationships with their customers online. Social networking sites (SNSs) such as Facebook, allow firms to interact direc...
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Manuel Escobar Farfán,Camila Mateluna Sanchez
Pág. 29 - 42
Brand personality has been studied and completed over the past two decades. Currently, studies comprise characterization and differentiations among brands. Jennifer Aaker (1997) proposed a generizable and reliable scale model applicable to the American c...
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Clemens Bechter, Giorgio Farinelli, Rolf-Dieter Daniel and Michael Frey
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