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Vladimir Kurcubic, Slavi?a Stajic, Nemanja Miletic and Nikola Stani?ic
Meat manufacturers are nowadays in a very unenviable position. Both meat and meat products require the utilization of various additives due to their chemical composition. On the other hand, consumers demand fresh, additive-free, and high-quality products...
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Jungmin Yoo
Augmented reality (AR) enables consumers to browse and try products virtually by providing additional information and functionality to mobile shopping. Retailers continue to develop AR technology to engage consumers and enhance their digital shopping exp...
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Manuel Escobar Farfán,Rodrigo Gallardo,Javiera Flores Salas
Pág. 67 - 80
Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand?s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consume...
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Mustafa PORTAKALCI, Esra AYDIN KILIÇ
Pág. 43 - 58
From the point of view of the businesses, one of the biggest impact of the globalization is undoubtedly the increased competition environment. The businesses trying to keep up with the competition environment in the market, resort to many ways in order t...
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Te-Hsing Ku,Tzu-Ling Lin
AbstractThe purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study exa...
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Manuel Escobar Farfán,Camila Mateluna Sanchez
Pág. 29 - 42
Brand personality has been studied and completed over the past two decades. Currently, studies comprise characterization and differentiations among brands. Jennifer Aaker (1997) proposed a generizable and reliable scale model applicable to the American c...
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Predrag Jovanovic, Tamara Vlastelica, Slavica Cicvaric Kostic
Pág. 35 - 45
Companies use various appeals in their advertising practice to impact consumers? attitudes and purchase intention by an advertisement. Advertising appeals can be divided into rational or emotional, depending on whether companies want to influence the rat...
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