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Title: The impact of in-game advertising on brand recall and recognition within non-linear video gamesAuthor: André, Diogo Gonçalves CalvoLanguage: InglésRepository: 73
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Title: How college students in China view brand experience, brand personality and brand love: moderate effect of product involvementAuthor: Yuan JingLanguage: InglésRepository: 73Subject: Brand personality / Brand experience / Brand love / Product involvement / Marketing / Marca / Comportamento do consumidor / Satisfação do consumidor / Tomada de decisão / China / Domínio/Área Científica::Ciências Sociais::Economia e Gestão / M310 / M390 / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: The effect of football sponsorship in fans purchase intention: an application to beer productsLanguage: InglésRepository: 73Subject: Football / Sponsorship / Portuguese clubs / Portuguese beer brands / Consumer behavior / Purchase intention / Futebol / Patrocínio / Clubes portugueses de futebol / Marcas portuguesas de cerveja / Intenção de compra / Marketing / Estratégias de marketing / Marca / Comportamento do consumidor / Portugal / Domínio/Área Científica::Ciências Sociais::Economia e Gestão / M310 / M370 / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: Why storytelling is the future of brandingAuthor: Pires, Sandra dos SantosLanguage: InglésRepository: 73
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Title: Study of the competitive dynamics between National Brands and private Labels within the soft drinks industryAuthor: Guérin, Aude LouiseLanguage: InglésRepository: 73Subject: Identidade de marca / Competitividade / Estratégias de marketing / Marketing internacional / Gestão de empresas / França / Business Administration / Marketing / Brand / Marketing strategy / Gestão de Empresas / Marca / Domínio/Área Científica::Ciências Sociais / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: Brand hate: a constructivist grounded theory approachAuthor: Pereira, José António MonteiroLanguage: InglésRepository: 73Subject: Brand hate / Emotions / Consumer-brand relationships / Anti-branding communities / Ódio à marca / Emoção / Relacionamento entre consumidores e marcas / Comunidades anti-marca / Marketing / Marca / Comportamento do consumidor / Domínio/Área Científica::Ciências Sociais::Outras Ciências Sociais / M31 / D91 / D Microeconomics / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: A comparison on the perception of brand love: developed economies vs emerging economiesLanguage: InglésRepository: 73Subject: Brand love / Emerging economies / Developed economies / Corporate social responsability / Economia emergente / Economias desenvolvidas / Responsabilidade social das empresas / Marketing / Marca / Estratégias de marca / Adaptação / Domínio/Área Científica::Ciências Sociais::Economia e Gestão / M310 / F6 / M140 / M160 / M Business administration and business economics - Marketing - Accounting - Personnel economics / F International economics
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Title: The effect of company responses to social media negative word of mouth: a text mining approachAuthor: Correia, Liliane Patrícia LopesLanguage: InglésRepository: 73
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Title: Building online content on offline moments: opportunities for brands in social mediaAuthor: Penke, Anna-KatharinaLanguage: InglésRepository: 73
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Title: The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities contextAuthor: Marques, Maria Inês LameirasLanguage: InglésRepository: 73
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