Search results for "brand"
showing 10 items of 513 documents
How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions
2020
The study examines brand awareness, recall and bonding between the brand and the sponsored event, event involvement, value and the reputation of the institutional brand, as well as the perception among local attendees, using the Trinidad Alfonso Marathon celebrated in Valencia (Spain). A sample of 507 attendees (runners and viewers) was obtained and the results showed the relevance of the transfer of the perceptions of the sponsored activity to the institutional brand. Also, it was found that the type of event participation, the gender and the exposure determine different responses. The findings reveal a series of implications for brand managers in the public administration domain regarding…
Do experiential events create city brand?
2016
Resumen Objetivo: Este artículo analiza hasta qué puntos los megaeventos (grandes eventos) pueden desarrollar marcas-ciudad poderosas reconocidas a nivel mundial, tema poco estudiado hasta la fecha. Metodología: Se ha utilizado el método cuantitativo. En concreto se efectuaron 398 encuestas a residentes en Aguascalientes (México), durante la celebración de un megaevento conocido como Feria Nacional de San Marcos. Resultados: Los resultados de la investigación permiten verificar que (i) respecto a los antecedentes: la actitud de los residentes hacia una marca-ciudad mejora tras las experiencias vividas en megaeventos que ocurren esa ciudad (H1) y (ii) respecto a los efectos: queda corroborad…
Balenciaga, the Master of Haute Couture
2020
This chapter deals with Balenciaga, a brand that carries the name of the designer known as “The Master of Haute Couture”, one of the most revered and influential fashion designers of the twentieth century. Characterized by sculptural quality, deft manipulation of textiles, and dramatic use of color and texture, Balenciaga creations are inspired by works of art and become works of art themselves through overlapping forms and genres. In this way, artification turns an elitist–but still commercial product—into a hybrid that acquires aesthetic and symbolic value and restores that aura lost due to production logics. Following this perspective, the main contribution of the chapter is to highlight…
Markenpersönlichkeit als Determinante von Markenloyalität
2002
Brand personality, a crucial part of brand image, can be conceived as a key to the emotional qualities of a product. To demonstrate the potential value of a brand’s personality for consumers and companies, we investigate consequences of congruity between brand personality and consumer self-concept from a post-purchase perspective. We use brand loyalty as an ultimate dependent variable for our model. In order to improve the understanding of self-congruity, we also introduce determinants of congruent consumer-brand relationships. For the first time, an application of self-congruity theory is embedded in a causal-analytical framework. The proposed framework provides insight into consumer-brand…
The Value of Brand Equity
2013
Abstract This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public.
Isolation and molecular characterization of brain microvascular endothelial cells from human brain tumors.
2002
Brain tumor formation and growth is accompanied by the proliferation and infiltration of blood capillaries. The phenotypes of endothelial cells that make up capillaries are known to differ not only in the tissues in which endothelial cells are located but also as a result of the microenvironment to which they are exposed. For this reason, primary cultures of brain endothelial cells were isolated from human brain tumors removed by surgery and compared with cells from normal tissue. The primary confluent monolayers that grew out of isolated capillary fragments consisted of closely associated, elongated, fusiform-shaped cells. But brain tumor-derived endothelial cells in culture exhibited sign…
Entre moneo e memini. Arquitectura funeraria militar en el sureste de Sicilia.
2023
Nel luglio del 1943 la costa sud-orientale della Sicilia fu teatro dello sbarco attuato dalle forze militari Alleate da cui prende avvio la liberazione dal nazi-fascismo dell’Italia e dell’Europa. Gli eventi bellici siciliani furono inevitabilmente piuttosto cruenti e videro un numero elevato di morti di soldati italiani, tedeschi e dei militari delle forze anglo-americane. Sin dagli anni Cinquanta del ’900, la Commonwealth War Grave Commission e la Volksbund, al fine di onorare i militari Alleati e tedeschi caduti in battaglia, avviarono la realizzazione di diversi cimiteri di guerra tra Agira, Catania, Siracusa e Motta Sant’Anastasia. I primi tre, progettati da Louis de Soissons, destinat…
A Promising New Method to Estimate Drug-Polymer Solubility at Room Temperature
2016
The established methods to predict drug-polymer solubility at room temperature either rely on extrapolation over a long temperature range or are limited by the availability of a liquid analogue of the polymer. To overcome these issues, this work investigated a new methodology where the drug-polymer solubility is estimated from the solubility of the drug in a solution of the polymer at room temperature using the shake-flask method. Thus, the new polymer in solution method does not rely on temperature extrapolations and only requires the polymer and a solvent, in which the polymer is soluble, that does not affect the molecular structure of the drug and polymer relative to that in the solid st…
The Many Faces of Interactivity in Convergent Media Environments. Assessing Uses and Effects of Interactivity from a User and Management Perspective
2013
Digitization has blurred the distinctions between producers and audiences. Thus, research on interactivity as a key element of convergent media environments has grown dramatically over the past three decades. However, despite this strong research interest there is currently no consensus about the multi-faced and hard-to-grasp concept. Obviously, interactivity is used to describe numerous processes in convergent media environments that are related to communication in general, and online communication and practices like online journalism in particular. This article highlights the main strands in the conceptual development of interactivity and explores some of the effects of interactivity by s…