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Linda Saulite and Deniss ?ceulovs
While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media br...
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António Cardoso, Auguste Paulauskaite, Hajar Hachki, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva and Galvão Meirinhos
In this study, Airbnb?s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship ...
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Xi Chen, Zihua Liu
Pág. 88 - 110
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Nemanja Veselinovic,Bojan Krstic,Tamara Radenovic
Pág. 013 - 026
In the knowledge economy era, human capital is a part of intellectual capital and a significant factor in enterprise competitiveness. The importance of human capital is often diminished due to the accounting expression of investments in human resources i...
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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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