Buscar recursos académicos

En el contexto de la “audificación” y el creciente protagonismo del sonido, el podcastse ha convertido en una herramienta poderosa para las marcas. Este artículo tiene por objetivo describir y analizar el uso del b...

This study explains how consumers form attitudes toward sustainable fashion line extensions by integrating Brand Extension Theory (BET) with the Theory of Planned Behavior (TPB). Using survey data from 786 consumers in P...

Stereotypes profoundly influence communication dynamics, particularly within the intricate relationship between a brand and its consumers. This study explores the intersection of "Country-of-Origin" stereotypes and their...

Brand equity has a profound impact on the pricing and sales of consumer products and services. Inspired by existing literature on customer-based brand equity in various domains, this study examines brand awareness (a dim...

The use of agrochemical products helps promote economic growth by sustaining agriculture. These agrochemicals are essential for controlling pests and improving soil fertility. However, cocoa farmers face distinct challen...

In the fast-growing niche market of hijab fashion, understanding and enhancing the customer experience is essential for the long-term success of any retail business. The purpose of this study was to examine the relations...

Orientation: Brand awareness (BAW) and brand association (BASS) are important aspects in driving brand resonance (BR) to improve loyalty. Research purpose: This study examines how BR fosters customer loyalty (CL) among...

A study was carried out to evaluate preferences for two cuts, four countries of origin, two forms of presentation, brand and different prices of beef cattle among supermarket buyers in southern Chile, and to distinguish ...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

The competition of cosmetics industry demands companies to increase customer engagement of the products. Customer engagement is a process that involves physical presence , cognitive and emotional that are confronted by h...

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, ma...

INTRODUCTION. As part of the “Belt and Road” Initiative, which promotes cultural and industrial exchange between China, Russia and the CIS countries, automobile brands from Guangxi use regional cultural characteristi...

In the contemporary landscape of global economic development, branding has evolved into one of the most critical strategic tools for ensuring long-term competitiveness. A brand no longer serves merely as a symbolic ident...

INTRODUCTION. The relevance of the research is due to the growing competition between territories for the attention of tourists and the redistribution of tourist flows, in particular within the framework of the emerging ...

In recent years, consumers have widely utilised social media to be particularly involved with interested brands via online platforms, share their opinions, and easily explore brand-related information. Hence, this study ...

The growth of the halal cosmetics market in Indonesia is driven by increasing awareness among Muslim consumers of halal aspects, product safety, and quality, as well as by digital information and perceived value in the p...

With the rise of global competition, developing city branding strategies has become vital for urban centres. The unique features and values of cities, especially their geographical, cultural, and historical traits, play ...

In the modern highly competitive business environment, companies characterized by labor shortage are struggling to attract, motivate, and retain talents. As a mix of functional, economic, and psychological benefits that ...

The study was performed to compare the bioavailability of two ketoprofen capsule (50 mg) formulations: Flogofin®, as test formulation, and Profenid®, as reference formulation. The study was conducted open with randomiz...

Este artículo analiza 25 marcas gráficas de países bañados por el mar Caribe con el objetivo de identificar sus componentes visuales, describir sus características formales y detectar patrones comunes en su diseño....

Durban has faced criticism for its underperformance in global business tourism, largely due to fragmented stakeholder collaboration, weak destination management, and inconsistent brand orientation. This study aims to enh...

Georg Brandes (1842–1927) has had a significant influence on the development of the Chinese lyrical tradition since the beginning of the 20th century. During a panel on comparative literature at the Association for Asi...

El presente estudio tuvo como objeto analizar el estado nutricional y las parasitosis intestinales en niños de 3 a 6 años de edad, residentes en zonas urbanas (U), periurbanas (PU) y rurales (R) del partido de Brandsen...