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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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Simone Blanc, Valentina Maria Merlino, Alice Versino, Giulia Mastromonaco, Antonina Sparacino, Stefano Massaglia and Danielle Borra
Background: This research investigates the web-based communication and promotion strategies applied by a sample of selected chocolatiers in Piedmont, a region in the northwest of Italy known for its ancient chocolate-making tradition. Methods: the AGIL s...
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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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Chin-Tsu Chen
AbstractBackground: In the research field of Taiwanese university education and from the viewpoint of university institutions, brand knowledge plays a crucial role in their development.Objectives: The main purpose of this study was to explore h...
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Alet Verster,Daniël J. Petzer,Nicole Cunningham
AbstractBackground: Existing research in the B2B field focuses on relationship marketing and not the importance of building brand equity. By focusing efforts on building brand equity B2B service firms have the opportunity to develop a long-term comp...
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The main objective of this article is to analyse whether the positioning of the Pla de l’Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 O...
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A brand can turn a geographical location into a landmark and influences the tourist planification of a city. Although the world tourist sector recognizes Malaga as The Coast of Sun, this analysis also reveals several more elements, which should be substa...
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Alexandra VI?ELAR
Pág. 257 - 268
Building a personal brand in this modern age, where technology and social platforms redefine the way individuals interact, has become a necessity, especially for the young generation Z which are increasingly involved in the online medium. A personal bran...
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Ilgim Eroglu
Pág. 252 - 272
In this study, the relation between innovation capabilities and product identity integrity is investigated through a theoretical frame, which is briefly tested through Turkish television industry.There are many studies in literature that discuss design?s...
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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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