Search results for "Brandi"
showing 10 items of 124 documents
Personal branding, redes sociales e influencers
2021
Desde la irrupción de Internet y las nuevas tecnologías de información, el personal branding ha experimentado una evolución sin precedentes gracias a la inmediatez que ofrecen las redes sociales y la comu nicación 2.0. El proceso de creación de la imagen personal adquiere una relevancia cada vez más notoria siendo una herramienta de comu nicación utilizada tanto por las empresas como por los usu arios de redes sociales, en especial por parte de los influencers que ejercen una influencia directa entre los consum idores. La investigación presentada describe la importancia que ha tenido Internet, y en particular plataformas como los blogs y las redes sociales como Instagram, en lo que tiene qu…
Emotional shops
2008
Nowadays, shops are not anymore places for consumption but micro-worlds of individual and social life. Selling acquires many and various meanings and the shopping center becomes a cultural and spiritual center. The choise of a brand is not anymore a choise of consumption but a lifestyle. Many elements concur in defining the communicative strategies of selling (complex corporate image [1]): advertising, logo, marketing, design of objects, shop windows, promotional events. And all of them seem to become values of life: claim is a motto (“Impossible is nothing” by Adidas); the logo is an identification mark for the consumer-customer (‘swoosh’ by Nike is tattooed on the skin); the testimonials …
Turning Right/Turning Left? : A Neoclassical Socioeconomic Query of the Arts Signaled by Museum and Branding in Finland
2016
ABSTRACTThe Guggenheim Helsinki Plan indicated a wishful turn of the arts and culture in Finland from the socio-democratic tradition of a welfare society towards a further neoliberalism. Following the Finnish historical timeline and from a museological viewpoint, this article reviews how national identity was built through the arts, which later integrated into formal and informal education to enhance human capital. This instrumental view now promotes the idea of useful art to fuel an innovation economy of advanced technology. Considering embarking on the intricate platform of arts, economics, and finance through Guggenheim, rethinking the contemporary art market mechanism may prove to be be…
Main factors of emotionally attached customers in retail banking of Latvia
2019
How the banking strategy in Latvia is changing? How can banks increase the number of active clients? Are banks in Latvia focusing to attract new clients or prefer to work with the existing client portfolio? How can the retail banking sector in Latvia impact the customer loyalty? The regulation developed by the Basel Committee and the regulations of The Financial and Capital Market Commission impacted the number of banks in Latvia and the number of active clients in retail banking. Latvian banks are getting more flexible in customer services and actively working to increase customer loyalty. If previously banks actively attracted the new clients to increase the number of customers, now banks…
Linking employer branding orientation and firm performance: Testing a dual mediation route of recruitment efficiency and positive affective climate
2019
Faced with competitive labor markets, firms increasingly use employer branding to build a qualified workforce and engage their employees. However, our understanding of the impact of employer branding orientation on firm performance and the theoretical firm‐level mechanisms underlying this potential impact is very limited. To address this gap, we integrate brand marketing theory with human resource management (HRM) research to develop a model explicating how employer branding orientation is linked to firm performance through a dual route by enhancing both recruitment efficiency (i.e., external route: applicants) and positive affective climate (i.e., internal route: incumbent employees). The …
Country branding in export promotion : case Food From Finland
2017
Globalisaation myötä mielikuvat eri maista vaikuttavat kasvavassa määrin kuluttajien jokapäiväisiin valintoihin ympäri maailmaa. Edistääkseen positiivista mielikuvaa, useat maat tekevät maabrändityötä, joka ulottuu matkailumarkkinoinnista vienninedistämiseen ja ulkomaisten investointien houkuttelemiseen. Tämän tutkimuksen tavoitteina oli valottaa suomalaisten elintarvikeviejien suhdetta kotimaansa maabrändiin sekä tarkastella vientiyritysten ja vienninedistämistoimien roolia maabrändin kehittämistyössä. Tutkimuksen kohteena on Finpron elintarviketeollisuuden vienninedistämisohjelma Food From Finland ja tutkimuksen empiirinen aineisto koostuu kahdeksasta laadullisesta yrityshaastattelusta. T…
Branding a family business
2016
This master’s thesis main object was to understand better the very little researched topic: branding a family business. The main aim was to seek the values used behind family business that are the family values used in the brand and how the branding has been implemented in a family company. A qualitative method was chosen for this research for an interpretative analysis of the subject. Five family companies were chosen for the interviews. All these family companies are known Finnish companies which have a great brand and can be defined as true family businesses from their ownership and governance. Before the interview, all interviewees were given a questionnaire which was formulated based o…
The intimate relationship between food and place branding: a cultural semiotic approach
2022
Over the past ten years, food and places have been at the epicenter of sophisticated branding strategies. On the one hand, there has been enormous growth in the number and complexity of branding devices such as ‘geographical indications’ (GIs) that aim to establish cultural associations between local food products and places of origin. On the other hand, cities, regions, and states use cuisine, ingredients, and traditional dishes in destination marketing strategies to introduce food identity as a distinctive element in the brand image of a place. These processes have been extensively studied by place branding researchers, inasmuch as by social and human scientists at large, while highlighti…
Italian Consumers’ Preferences for Pasta and Consumption Trends: Tradition or Innovation?
2019
The aim of this study is to know Italian consumers’ preferences for Pasta and consumption habits. Food culture and concerns about food security and product innovation were investigated. A sample of Italian consumers was interviewed. Consumer’ profile, motivations and purchasing behavior were described. Relationships between observed variables and the latent constructs that explain the preferences were highlighted. There is asymmetric information between consumers and producers. Consumers believe Pasta is made with Italian grains, and therefore it is healthy and safe, although that’s not always the case. Intrinsic and extrinsic high quality, which derives from growing and production technolo…