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- Brand personality: an archetypal approach in four Ibero-American countriesPublication . Xara-Brasil, Duarte; Hamza, Kavita Miadaira; Marquina, PercyBrand personality is one of the major components of brand identity. It includes human personality traits as one of the components of brand identity in what Kapferer (1995) calls the “Brand Identity Prism.” Along with a significantly widespread brand personality scale (Aaker 1997), a brand may adopt an archetypal approach that includes a set of human characteristics associated with the brand. In this research, we develop a framework to analyze customers’ perceptions about the brand archetypes of three leading global brands in four Ibero-American countries. Based on Mark and Pearson’s (2001) approach, we propose a list of words for each archetype and measure the intensity of consumers’ brand archetype associations. The results suggest that consumers develop strong associations with brands. There is frequently a strong and coherent connection with a specific archetype for some brands. However, we found significant heterogeneous perception among countries, which might lead to possible insufficient global brand efforts in a coherent brand personality/global-archetypal approach. The lack of empirical studies suggests that important research opportunities exist in this field.
- The “Sustainability Report” as a marketing tool for big companies: case study of 20 major Brazilian and Portuguese companiesPublication . Garcia, Camila; Matias, Agatha; Xara-Brasil, Duarte; Marques, Jane; Anunciação, Pedro Fernandes da
- Codes of ethics: analyzing business ethics between countries, through an international comparison of codes of ethics and conduct.”Publication . Andrade, Josmar; Hanza, Kavita; Xara-Brasil, Duarte
- As marcas de distribuidor num contexto de recessão.Publication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia
- Sustainability reporting: a comparative analysis in portuguese and brazilian major companies.Publication . Anunciação, Pedro Fernandes da; Xara-Brasil, Duarte; Marques, Jane; Matias, Agatha; Garcia, Camila
- Private label brand equity: a conceptual frameworkPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, AndreiaThis paper presents a conceptual framework to analyze private label brand equity in a retail context. Several authors proposed brand equity models as Aaker (1996), Keller (1993) and Yoo and Donthu (2001), and specific research has been done in retail industry (Jara & Cliquet, 2009), (Pappu & Quester, 2006). To study private label brand equity, we suggest a framework based on the Yoo and Donthu (2001) model – for private labels – and Jara & Cliquet (2009) for retailers. Our model inludes awereness, associatons, percieved quality, retailers brand equity as dimensions of private label brand equity.
- Brand archetypes and consumer perceptions along countries: an empirical approach based on Mark and Pearson frameworksPublication . Hanza, Kavita; Xara-Brasil, Duarte; Haddad, Luiza
- As marcas de distribuição: perspectivas de evoluçãoPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia
- Retailers brand management: private label marketing management and retailers brand equityPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia
- SBM 2017– Projeto pedagógico multinacionalPublication . Xara-Brasil, Duarte; Carvalho, Manuela; Nunes, Sandra Cristina DiasO Projeto Pedagógico Setúbal Brand Management 2017 ocorreu entre setembro e dezembro de 2017, incluiu 52 alunos de 11 nacionalidades, centrando-se na temática da gestão de marcas e no desenvolvimento de competências interpessoais (trabalho de grupo e multiculturalidade), num contexto de maior inserção na comunidade local. Pretendeu-se que os estudantes, integrados em grupos multiculturais, apresentassem uma proposta de intervenção – marketing – para a cidade, contextualizada nos conteúdos programáticos da UC e de um trabalho de pesquisa e numa série de contactos e visitas realizadas à região. Durante o processo, desenvolveram-se estratégias para ultrapassar as dificuldades associadas à gestão da muticulturalidade do grupo, maximixando também o desenvolvimento da multiculturalidade e de outras competencias interpessoais.
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