Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Subject "Marca registrada"
Now showing items 1-5 of 5
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Brand anthropomorphism and its impact on consumer brand identification, brand advocacy and consumer brand engagement on social media
2020-03-12Anthropomorphism has been for long known as a phenomenon that is enrooted in mankind’s history. Its presence and importance are undeniable as it has been noticed in several fields, ranging from religion to marketing. In ... -
The challenges of repositioning an international brand: a case study on the hospitality industry
2011-06-29Much has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is ... -
Line extension influence on brand image: a study on the alcoholic beverage market in Brazil
2014The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These ... -
The personal branding of the entrepreneur - a unique asset for a new venture: a study with young french entrepreneurs
2017-12-06This 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 ... -
Zara’s brand perception: a comparative approach between Brazil and Spain
2018-01-10In 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 ...
