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Artículo
Narrativa transmedia en una marca de diecast: Expansión del discurso publicitario de Hot Wheels
(Universidad de Sevilla, 2022)
El incremento en el uso de tecnología digital y plataformas en línea ha permitido que las marcas transformen su universo publicitario a través de experiencias inmersivas, que le facilitan al consumidor tomar decisiones y ...
Artículo
The personal and professional brand in the economy of reputation
(Universidad de Sevilla, 2019)
Reputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of ...
Artículo
Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up
(Universidad de Sevilla, 2022)
Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, consumers are ...
Artículo
Effect of service brand equity on brand relationship of selected fast food in Nigeria
(Universidad de Sevilla, 2023)
Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and ...
Artículo
Theoretical approach of branding from a semiotic perspective
(Universidad de Sevilla, 2018)
This paper outlines the importance of the world of signs and symbols relating to brand management. We will explore the traditional semiotics authors and how those have been influenced other academics who have researched ...