Search results for " branding"
showing 10 items of 79 documents
Imprese e reti per lo sviluppo imprenditoriale del territorio. Teoria e casi di destination management
2012
Il presente volume raccoglie i contributi al Workshop “Imprese e reti per lo sviluppo imprenditoriale del territorio: teoria e casi di Destination Management” tenutosi a Napoli il primo giugno del 2012. Alla raccolta i curatori hanno voluto premettere due saggi di contenuto teorico: l’uno concretizza un inquadramento istituzionale al tema, l’altro richiama uno dei più dibattuti driver di ricerca, quello del brand della destinazione. Ognuno dei lavori presentati al Workshop si offre quale elemento contributivo al più ampio dibattito che vede il turismo come momento trainante dello sviluppo socio-economico di un territorio, uno sviluppo che ormai non può non qualificarsi in termini di sosteni…
The role of modern architecture and interior design in the Latvian brending
2013
The national identity or the originality of expression of a nation`s culture is an important factor that is confining identification of a numerically and geographically small country in the age of globalization, with an inestimable role in the nation's self-maintenance. The respect for cultural heritage and valuable contemporary architecture and interior design have invaluable importance in forming national identity. The main issues of Architecture and design about the functional and aesthetic, form and materials, arrangement and integrity have always been and currently are important. Each successive step is the continuation of previous experience. Then the language of Architecture and inte…
Verso una dimensione narrativa delle mappe
2021
Tra il pensiero e la costruzione dell’architettura il disegno ha un ruolo baricentrico per connettere i diversi protagonisti di una realizzazione e per coinvolgere la collettività facendo percepire inedite prospettive. La scrittura si rivela utile per esplicitare ciò che nella grafica è sotteso e per stabilire un ordine nuovo nel ragionamento progettuale. I rapporti fra segni e significati si moltiplicano nei sistemi informativi recenti in cui si ha la sensazione di poter dire moltissimo (dati numerici e spaziali) ma a volte sfugge quella sintesi indispensabile per una interpretazione concreta, finalizzata alla costruzione di possibili esperienze fisiche. Per l’esplorazione dell’uso di dive…
What's on TV? The Impact of Brand Image and Celebrity Credibility on Television Consumption from an Ingredient Branding Perspective
2013
Today's multichannel, multimedia marketing environment presents a new layer of challenges. New demands from potential television viewers translate directly into the need of the creation and development of effective marketing strategies for the television (TV) market. This study proposes and validates a research model that analyzes an individual's TV show consumption by testing the impact of brand image and celebrity credibility. Based on the theoretical discussion, hypotheses were derived and tested with structural equation modeling on a basis of 306 consumers. Generally, the article provides evidence that brand image is the driving force in the explanation of a viewer's motivation to consu…
Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups
2017
Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Sp…
Corporate Attributes and Associations
2013
Marketing Sri Lanka as an International Tourist Destination
2007
Masteroppgave i økonomi og administrasjon 2007 - Høgskolen i Agder, Kristiansand Within the last two decades Sri Lanka’s tourism industry has grown dramatically as one of the main foreign exchange earners and employment provider. Since Sri Lanka depends enormously on tourism for its growth and development, this paper provides an analysis of marketing efforts within the tourism industry in Sri Lanka for foreign tourists. In compliance with this trend, the purpose of this thesis and research is to review Sri Lanka as an international tourist destination and its current marketing activities in the tourism trade, to investigate the proper use of marketing efforts, and to suggest guidelines for …
Challenges of nation-branding for stimulation of Latvian exports
2017
Abstract The presented research aims to contribute to the conceptualisation of the nation-brand of Latvia with the purpose of stimulation of national export performance. The subject of the research is three aspects presumably challenging the branding of Latvia with reference to national export development. The investigated challenges are the barriers and opportunities for green-branding of Latvia; the absence of the generally accepted indication of the geographical identity of the Baltic region; and the contradictable popular image of Latvia as a cheap country. The research poses two research questions inquiring into the issues of nation-branding of Latvia currently being faced in the conte…
Starptautisko zīmolu ietekme uz patērētāju uzvedību
2018
Zīmoli ir pamats daudzu uzņēmumu pastāvēšanai un labklājībai. Spēcīgiem zīmoliem ir milzīgas pilnvaras un labi ienākumi, taču pastāv tik daudz problēmu, kas var traucēt viņu attīstību un apdraudēt viņu pastāvēšanu. Zīmolam jābūt šādām īpašībām: redzamība, pozicionēšana, papildu priekšrocību apraksts, iezīme. Katrs uzņēmums cenšas izcelt savus produktus, lai parādītu, ka viņu preces nav līdzīgas citu uzņēmumu īpašībām. Katram zīmolam ir jābūt individuālam, tas ir, īpašam raksturlielumu kopumam, kas saskaņots ar citiem zīmoliem, tas ir tas, ko ražotājs piegādā tirgū, kas ir tā kontrolē. Šobrīd patērētājs pērk nevis produktu, bet zīmolu. Katrai markai ir sava mērķauditorija, kas nosaka tēla ve…
David against Goliath: Diagnosis and Strategies for a Niche Sport to Develop a Sustainable Fan Community
2021
Pilota, played using the hands, is a niche sport with origins dating back to Greco-Roman times. In the Valencian region of Spain, an indigenous version of the sport is played with healthy participation rates despite having to compete with the major global sports. This study is aimed at understanding the current situation of this sport in terms of knowledge, transmission channels, fan experience and media consumption, as well as the brand strategy challenges it faces for building a stable and sustainable fan community. The methodology consists of a combination of quantitative and qualitative techniques. Nearly 1500questionnaires completed across three study universes, four focus groups and 3…