Country Brand
Mostrando 1-12 de 22 artigos, teses e dissertações.
-
1. The Relational Aspects of Luxury Consumption in Brazil: The development of a Luxury Customer Relationship Perception Scale and the Analysis of Brand Personality Influence on Relationship Perception on Luxury Fashion Brands
RESUMO O principal objetivo deste artigo foi desenvolver uma escala para mensurar a percepção de relacionamento entre consumidores de marcas de moda de luxo no Brasil. Para tanto, seguimos as orientações de Churchill (1979) e Rossiter (2002) para desenvolvimento de escalas, abarcando entrevistas e a criação de uma versão piloto da escala, submetida a
BBR, Braz. Bus. Rev.. Publicado em: 2019-06
-
2. Online and offline communication for country brands: an exploratory study of the Brazil Brand
Resumo A acirrada competição internacional entre destinos turísticos força seus gestores a oferecer a seus públicos propostas de valor únicas, buscando melhorar suas imagens e destacando seus diferenciais e experiências turísticas exclusivas. Nesse processo, a adequada gestão e comunicação de uma marca-país se torna ainda mais relevante. O númer
Rev. Bras. Pesq. Tur.. Publicado em: 15/04/2019
-
3. COUNTRY EQUITY: PERCEPÇÕES DO CONSUMIDOR CHILENO SOBRE O BRASIL E A CHINA E SEUS PRODUTOS / COUNTRY EQUITY: CHILEAN CONSUMERS PERCEPTIONS ABOUT BRASIL AND CHINA AND THEIR PRODUCTS
Empresas brasileiras e de outros países emergentes estão construindo, ou planejam construir em um futuro próximo, sua estratégia de marca e posicionamento global. O uso da marca país pode ser uma maneira de diferenciar suas ofertas no mercado internacional. Com base no conceito de country equity, originado da extensão do constructo brand equity para pa
IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia. Publicado em: 12/04/2012
-
4. Country Brand Identity: Communication of the Brazil Brand in the United States of America / Identidade de marca-país: comunicação da marca Brasil nos Estados Unidos da América
O mercado de turismo está em plena expansão no mundo globalizado, diversificado mercadologicamente e competitivo internacionalmente, com um crescimento acelerado previsto para esta nova década. A consideração da marca-país, como sendo a percepção da imagem e as associações da marca de uma nação - vista pelos estrangeiros, é um aspecto frequentem
IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia. Publicado em: 28/03/2012
-
5. Product placement in movies : a cross cultural study between Brazil and the USA
The broader objective of this study undertaking can briefly be articulated in particulate aims as follows: to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers. In addition, check the differences and similarities bet
Publicado em: 29/02/2012
-
6. IN THE COUNTRY OF FICTION: TRAVEL AND NARRATIVE IN BRAZILIAN AND ARGENTINE CONTEMPORARY LITERATURE. / NO PAÍS DA FICÇÃO: NARRATIVA E VIAGEM NA LITERATURA BRASILEIRA E ARGENTINA CONTEMPORÂNEAS.
The travel texts are a mark for the history of Latin America, and, consequently, the literature and the writers from there. This work analyses if the travel still a recurring theme in contemporary latin america literature. In this narratives the displacement and the mobility are relevant characteristics, that some thinkers consider as a brand of the contempo
Publicado em: 2011
-
7. How does national culture impact on consumers’ decision-making styles? a cross cultural study in Brazil, the United States and Japan
This empirical article investigates the relationship between national culture and consumer decision-making styles in the purchase of cell phones, a product category that appears to be required by consumers independent of their nationalities. To make the research measurable, we used Hofstede’s four cultural dimensions (power distance, uncertainty avoidance,
BAR - Brazilian Administration Review. Publicado em: 2010-09
-
8. Brand management at the internationalization strategy of firms: study with Brazilian franchisors / Gestão de marcas na estratégia de internacionalização de empresas: estudo com franqueadoras brasileiras
This study combines two relevant and up-to-date subjects: internationalization of firms and brand management. The need for Brazil to become a true global player is almost consensus, and the number of Brazilian companies entering the global marketplace in a structured way has increased. However, there is still a long way to go before the country increases its
Publicado em: 2010
-
9. A gênese da criação publicitária : um estudo sobre a evolução da propaganda, sua linguagem e o processo criativo de uma agência
Advertising in Brazil not only follows the evolution of the market, but it demonstrates a potential that is a model for many countries. Campaigns winning, innovative agencies and top professionals make up much of a country that has in its history the mark of encouragement to consumption. In this paper we study the creative process of an advertising agency, t
Publicado em: 2010
-
10. A gênese da criação publicitária : um estudo sobre a evolução da propaganda, sua linguagem e o processo criativo de uma agência
Advertising in Brazil not only follows the evolution of the market, but it demonstrates a potential that is a model for many countries. Campaigns winning, innovative agencies and top professionals make up much of a country that has in its history the mark of encouragement to consumption. In this paper we study the creative process of an advertising agency, t
Publicado em: 2010
-
11. Gestão do conhecimento em redes de franquia
The association of the growth and the legislation that rules the franchise system in the country, some questions are raised in order to find out the true reality in Brazil. That will be done comparing what is established in the law relating to the technology transfer and knowledge management, and going deeper in studying how that legislations has been perfor
Publicado em: 2009
-
12. Posicionamento de frutas brasileiras no exterior do ponto de vista do consumidor: um estudo comparativo da imagem de frutas estrangeiras no mercado holandês / Positioning of Brazilian fruits in the foreign market from the consumers point of view: a comparative study on the image of foreign fruits in the Dutch market
In recent years, Brazils share in the international market comes advancing constantly, especially in the competitive fresh fruit segment. One of the prerequisites for a product to stand out among other similar goods in the foreign market relies on understanding how this product is perceived by the target. Accordingly, the goal of the present work is to analy
Publicado em: 2008