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Ângela Leite, Anabela Rodrigues and Sílvia Lopes
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive...
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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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Hosein Mohammadi and Sayed Saghaian
Licorice is one of the widespread medicinal plants used in various forms in many countries. Medicinal plants have an important role in health nutrition. This industry is in the early stages of its life cycle, but consumers? recent trends toward healthy a...
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Claudio Bellia, Pietro Columba and Marzia Ingrassia
This is the first study on the brand?land link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand a...
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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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Damianos P. Sakas and Nikolaos Th. Giannakopoulos
Rising demand for optimized digital marketing strategies has led firms in a hunt to harvest every possible aspect indicating users? experience and preference. People visit, regularly through the day, numerous websites using both desktop and mobile device...
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Shindy Shindy,Evo Sampetua Hariandja
Pág. in press
This research tries to examine the factors influencing the positive word of mouth of Indonesian?s consumer towards fashion brand. The factors studied include brand credibility and brand-self connection as independent variables, brand-self connection and ...
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Ulla A. Saari, Rupert J. Baumgartner and Saku J. Mäkinen
The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collect...
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Fatih Pinarbasi, Ceyda Aysuna Türkyilmaz
Pág. 13 - 25
Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can b...
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Sharafat Hussain,Prof. Mohd. Abdul Azeem
Adoption of social media amongst health care organizations is thriving. Healthcare providers havebegun to connect with patients via social media. While some healthcare organizations have taken theinitiative, numerous others are attempting to comprehend t...
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