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Title: Marketing resources, performance, and competitive advantage: a review and future research directionsAuthor: Davcik, N. / Sharma, P.Language: InglésRepository: 73
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Title: Contrast Between Youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyaltyAuthor: Menezes, Inês FurtadoLanguage: InglésRepository: 73Subject: Youtubers / Brand Awareness / Purchase Intention / Brand Loyalty / Marketing / Estratégias de marketing / Rede social / Marca / Comportamento do consumidor / Lideres de opinião / Influência social / Reconhecimento da Marca / Intenção de Compra / Lealdade da marca / M31 / M37 / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: Digital strategy in master programs in management in PortugalAuthor: Silva, Teresa Baeta daLanguage: InglésRepository: 73Subject: Management / Higher education marketing / Masters in management in Portugal / Master programs in management / Marketing strategy in higher education in Portugal / Digitalization in universities and institutions / Social Media / Digital / Globalization / Internet / Quality evaluation and mobile business / ICT Management / Gestão / Marketing / Ensino superior / Digitalização / Rede social / Avaliação da qualidade / Globalização / Portugal / Domínio/Área Científica::Ciências Sociais / M100 / M150 / M160 / M310 / M390 / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: Olfactory purchases: how does scent influence the consumer's decision-making process?Author: Cardoso, Bárbara FilipaLanguage: InglésRepository: 73
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Title: The role of naming sponsors in summer music festivalsAuthor: Andrade, Serenela Alves deLanguage: InglésRepository: 73Subject: Branding / Markerting communications / Consumer behaviour / Summer music festivals / Comunicação / Marketing / Comportamento do consumidor / Festivais / Domínio/Área Científica::Ciências Sociais::Economia e Gestão / M31 / M37 / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: Effect of moment marketing and brand sponsorship in brand equity and customer engagementLanguage: InglésRepository: 73Subject: Brand equity / Moment marketing / Social media marketing / Consumer engagement / Brand sponsorship / Valor da marca / Marketing / Estratégias de marketing / Rede social / Consumidor / Domínio/Área Científica::Ciências Sociais::Economia e Gestão / M30 / M31 / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: The relation between the music festival brand equity and the intention to visit the host city: the cases of Eurovision & NOS Alive in LisbonLanguage: InglésRepository: 73Subject: Music festivals / Occasional vs permanent events / Brand equity / Travel motivations / Marketing / Festivais / Música / Valor da marca / Viagem / Estudo de casos / Trabalho de projeto / Lisboa - Portugal / Domínio/Área Científica::Ciências Sociais::Economia e Gestão / M31 / Z320 / M Business administration and business economics - Marketing - Accounting - Personnel economics / Z Other special topics
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Title: How the different voices that engage in crisis communications, influence consumers NWOM intentions and corporate reputation during a customer complaint paracrisis occurring on facebookAuthor: Soares, André Gomes de CastroLanguage: InglésRepository: 73Subject: Customer complaint paracrisis / Crisis communications / Organizational reputation / Webcare / Online complaint management / Negative word-of-mouth / Electronic word-of-mouth / Personalization / Facebook / Rhetorical arena / Faith-holders / Hate-holders / Marketing / Telecomunicação / Gestão de reclamações / Satisfação do cliente / Imagem de marca / Domínio/Área Científica::Ciências Sociais::Economia e Gestão / M30 / M31 / M Business administration and business economics - Marketing - Accounting - Personnel economics
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Title: How cool is advertising-evoked nostalgia in the eyes of the millennials?Language: InglésRepository: 73Subject: Advertising-evoked nostalgia / Millennials / Cool / Nostalgia / Brand loyalty / Perceived authenticity / Nostalgic proneness / Brand advocacy / Brand attachment / Marketing / Estratégias de marketing / Publicidade / Emoção / Identidade de marca / Fidelidade à marca / 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: Case study on customer experience enhancement at ING, LuxembourgAuthor: Nowacki, AlineLanguage: InglésRepository: 73Subject: Customer experience / Corporate culture / Customer's voice / Net promoter score / Customer satisfaction / Marketing / Sector bancário / Estratégias de marketing / Comportamento do consumidor / Inovação tecnológica / Satisfação do cliente / Estudo de casos / Trabalho de projeto / Luxemburgo / Domínio/Área Científica::Ciências Sociais::Economia e Gestão
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