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Cícero Eduardo Walter, Vera Teixeira Vale, Manuel Au-Yong-Oliveira, Cláudia Miranda Veloso and Bruno Barbosa Sousa
The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers...
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DAVID AMANI
Pág. 25 - 40
Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side i.e. supportive loyalty compared to negative side i.e. oppositional loyalty. However, theoretically positive (supportive) loyalty cannot be explained exc...
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Catherine Mpolokeng Sephapo
Pág. 310 - 319
Understanding the consumer?s behaviour is not an easy task; consumers are different and react differently to stimuli. Other factors may influence the consumers? final decision to purchase a product offering however, literature does not reveal extensive s...
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Sebastian Kot,Michal Kucharski
Pág. 34 - 42
Conducted examinations were aimed at examining to what degree formal values of the advertising value equivalent (AVE) are ahead of their real value. The reason behind setting the real amount of the AVE is that many sponsoring entities supporting sport tr...
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Thobekani Lose and Robertson K. Tengeh
Notwithstanding the growing interest in business incubation programmes and the benefits derived from such programmes, the path is beset by numerous challenges. This paper investigates the challenges faced by business incubators (BIs) as they strive to s...
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Doris Dornelles de Almeida,Peter Bent Hansen
Pág. 125 - 150
This paper highlights trough theoretical and empirical research the main practices of dance companies? strategic management in Brazil. The theoretical investigation deepens themes as sponsorship, strategic planning, creation and implementation of creativ...
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Laura Timiras
In the European Union a significant number of regulations aimed at agricultural and food sector thus creating the legal framework regarding the mode of production, pricing, distribution and communication in relation to agri-food products. Specificity agr...
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C. Boshoff,C. Gerber
AbstractMillions of rands are spent on sponsorship in general every year, and on sports sponsorships in particular. Yet little is known about the effectiveness of this expenditure. In addition, sponsors are often not sure whether only their brands benefi...
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Isa Maria Freire
Apresenta o quadro teórico e metodológico da pesquisa Janelas da Cultura Local, em implementação no Instituto Brasileiro de Informação em Ciência e Tecnologia com apoio do Conselho Nacional de Desenvolvimento Científico e Tecnológico, que tem como objeti...
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Jacqui Spence,Russell Abratt,Douglas Mattheus
AbstractThis study analyses the participation of sponsors and their success in a major world sports event, the Rugby World Cup 1995. Both the sponsors as well as a sample of spectators are interviewed. Sponsors are asked why they sponsored this event, th...
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