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Zara’s brand perception: a comparative approach between Brazil and Spain
In this study, the author analyses the effects of country of origin and brand positioning on consumer’s brand perception and purchase intention of the brand ZARA. For the analysis, the author uses online survey to collect ...
The personal branding of the entrepreneur - a unique asset for a new venture: a study with young french entrepreneurs
This research aims to identify the characteristics of an entrepreneur’s efficient personal branding strategy that is valuable for his/her company. It also tries to analyze the projected outcomes of the personal brand of ...