Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/25195
Registo completo
Campo DC | Valor | Idioma |
---|---|---|
dc.contributor.author | Loureiro, S. | - |
dc.contributor.author | Lopes, R. | - |
dc.contributor.editor | Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos | - |
dc.date.accessioned | 2022-04-27T11:27:21Z | - |
dc.date.available | 2022-04-27T11:27:21Z | - |
dc.date.issued | 2015 | - |
dc.identifier.isbn | 978-9963-711-37-6 | - |
dc.identifier.uri | http://hdl.handle.net/10071/25195 | - |
dc.description.abstract | This research aims (i) to explore the influence of an individual’s attitude towards advertising, brand origin and country of manufacture on brand equity creation; and (ii) to analyse brand typicality as moderating the effect of brand origin macro image on perceived quality. A conceptual model is proposed and applied to a sample of 305 Portuguese consumers of Smartphones. The proposed model was tested considering Apple, Nokia and Samsung. The results show that individuals' attitudes towards advertisements has a positive impact on brand equity creation, whereas country of manufacture does not influence significantly and brand origin has only a partial influence. Brand typicality exerts a significant direct effect on brand equity dimensions but does not have a significant moderating effect. | eng |
dc.language.iso | eng | - |
dc.publisher | Euromed Press | - |
dc.relation | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FGES%2F00315%2F2013/PT | - |
dc.rights | openAccess | - |
dc.subject | Brand equity | eng |
dc.subject | Advertising | eng |
dc.subject | Brand origin | eng |
dc.subject | Country of manufacture | eng |
dc.subject | Smartphones | eng |
dc.title | I want that smartphone! sources of brand equity | eng |
dc.type | conferenceObject | - |
dc.event.title | Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment | - |
dc.event.type | Conferência | pt |
dc.event.location | Verona | eng |
dc.event.date | 2015 | - |
dc.peerreviewed | yes | - |
dc.journal | 8th EuroMed Conference of the EuroMed Academy of Business, Conference Book Proceedings | - |
degois.publication.location | Verona | eng |
degois.publication.title | I want that smartphone! sources of brand equity | eng |
dc.date.updated | 2022-04-27T12:25:37Z | - |
dc.description.version | info:eu-repo/semantics/acceptedVersion | - |
iscte.identifier.ciencia | https://ciencia.iscte-iul.pt/id/ci-pub-25961 | - |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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conferenceobject_25961.pdf | Versão Aceite | 242,85 kB | Adobe PDF | Ver/Abrir |
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