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Mahboobeh Golestanizadeh, Hadi Sarvari, Matteo Cristofaro and Daniel W. M. Chan
Possessing an international brand in an exclusive field can play a critical role in developing exports. On the other hand, monitoring market conditions and predicting the changes caused by the physical separation and distance between the upstream and dow...
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Tran Thi Lan
This paper aims to identify risk awareness through factors that influence the intention to buy people?s life insurance in Daklak province of Vietnam and provide implications for life insurance companies. The data resources were conducted from the survey ...
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Adam R. Szromek
This article discusses the structures of value propositions in cultural heritage tourism site business models in the context of the concept of open innovation. The objective of the study is to identify value propositions in tourism sites and the tendency...
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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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Linda Saulite, Deniss ?ceulovs and Franti?ek Pollák
This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15?24. Due to technological developments, new media content cons...
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Yitao Chen, Haijian Wang, Lei Wang and Jianyi Ding
Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the divers...
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Ayben Ceyhan,Ugur Yozgat
Pág. 76 - 85
Brand love has become an important concept in both the academic and business worlds. There are some studies in the literature conducted on consumers regarding the brand love, but no study focuses on brands that consumers are in love with. Therefore, to a...
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Ismail Tamer Toklu,Hilal Ozturk Kucuk,Arzu Tuygun Toklu
AbstractPurpose: This study aims to investigate how extrinsic cues such as brand, certification, production method and price affect Muslim soujouk consumers? purchasing decisions in Turkey.Design/methodology/approach: Conjoint analysis was used to identi...
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Santiago Tejedor, Laura Cervi and Gerard Gordon
Football clubs can be considered global brands, and exactly as any other brand, they need to face the challenge of adapting to digital communications. Nevertheless, communication sciences research in this field is scarce, so the main purpose of this work...
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Lindiawati Lindiawati,Indrianawati Usman,Sri Wahyuni Astuti
Pág. 137 - 146
Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two gorups with different perspective hold different purposes. For the companies, brand community is considered an effective marketing st...
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