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Ivana Markovic, Biljana Rabasovic, Nikola Stojanovic
Pág. 13 - 24
Research Question: The goal of this research is to describe how the concept of brand personality and its dimensions affect customer satisfaction and loyalty. Motivation: Creating brand personality is an efficient differentiation strategy, used by numerou...
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António Cardoso, Auguste Paulauskaite, Hajar Hachki, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva and Galvão Meirinhos
In this study, Airbnb?s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship ...
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Johnny Hadi Raharjo, G. Oka Warmana, Damar Kristianto
Pág. 267 - 275
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Lucas Moreno,Gisela Demo,Thelma Valéria Rocha,Fernanda Scussel
Pág. 221 - 237
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Oladipupo Folorunsho Ajeyalemi,Bolajoko Nkemdillim Dixon-Ogbechie
Pág. 128 - 140
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Andrea Guazzini, Elisa Guidi, Cristina Cecchini and Eiko Yoneki
Worldwide, organizations and small and medium-sized enterprises have already disruptively changed in many ways their physiological inner mechanisms, because of information and communication technologies (ICT) revolution. Nevertheless, the still ongoing C...
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Rahmawati Azizah MT 10.21831/economia.v15i1.24068
Pág. 135 - 158
AbstractThis research aims to examine the effect of perceived brand quality and brand personality on brand fondness with memories as moderator. This study examines the effect of independent variables on dependent variable with memories as moderating vari...
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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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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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Sumudu Namali Munasinghe
Pág. 9 - 11
The three factors in the marketing communication context namely, the spokesperson, message and channel is vital in affecting the purchase intention of a consumer. In the Sri Lankan context, the marketers of the personal care brands had put more effort on...
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