Search results for "brand"

Visitor’s Motivational Framework and Wine Routes’ Contribution to Sustainable Agriculture and Tourism

2022

Wine Routes develop inside the larger context of wine tourism (WT), which is increasingly important for rural communities. Italy is one of the most important countries in the world for wine production and tourism. Sicily is one of the leading regions in Italy for wine production and wine tourists. This study focuses on the Sicilian wine routes (SWRs) and gives an excursus of their development during the last ten years, highlighting strengths and weaknesses. Moreover, the study wants to make an attempt to bridge the existing gap in the literature and highlight the nature and extent of the contribution of the SWR to the development of the WT ‘product’ from the perspective of the increasingly …

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 …

Representations of Finland in tourism brochures between 1973 and 2008

2009

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…

Employer branding peculiarities from a generational perspective: case of Baltic states

2021

Companies have currently acknowledged that it does matter, how current and potential employees see them. Several companies see that they can develop their competitive advantage by creating and sustaining an attractive image of the company. It takes more than beautiful promises, future illusions and lovely pictures of the company – it has to be a culture based on certain values, which are attractive for the potential and current employees. It certainly is especially important for companies, who are operating in fields, where there is a lack of high skilled workers and where headhunting is inevitable. In the existing literature most of the researches are about attracting employees. However, b…

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 …

Educational branding in private Spanish universities: building brands that the public fall in love with

2020

espanolA traves de la presente investigacion, se pretende analizar el papel del capital de marca universitario en el ambito privado espanol. Para ello, se lleva a cabo un estudio empirico contando con una muestra cuantitativa de 993 respuestas validas procedentes de distintos agentes implicados (343 profesores, 164 empleados de servicios y 486 estudiantes). Los resultados obtenidos muestran la repercusion de cada una de las variables del capital de marca a nivel educativo y, en especial, la importancia de construir imagen de marca para maximizar la percepcion de capital de marca en las universidades privadas espanolas. A su vez, se observan diferencias significativas de percepcion entre los…

Les exercices gradués dans la méthode du Grammalessico francese a uso degl’italiani d’Arminio Wurmbrand Bianchi

2020

L’article se propose d’analyser les exercices du manuel d’Arminio Wurmbrand Bianchi, Grammalessico francese a uso degl’italiani, qui ont une forme et une structure que l’on retrouve dans de nombreux manuels s’inspirant des méthodes dites « synthétiques ». Wurmbrand, en effet, introduit dans son manuel une nouveauté pour pourvoir au caractère incomplet de la méthode synthétique : il propose, ainsi, avant chaque exercice, la traduction des seuls termes « radicalement dissemblables » des deux langues « similaires à l’origine » qui caractérisent la langue française et la langue italienne. Le but est de fournir aux élèves la maîtrise lexicale de la langue française avec une attention toute parti…