Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/29862| Autoria: | da Cunha, N. P. Loureiro, S. M. C. |
| Editor: | Marc Fetscherin Ricardo Cayolla |
| Data: | 2017 |
| Título próprio: | Brand power and brand focus as facilitators of relationship quality in the wine sector |
| Título e volume do livro: | 5th International Consumer Brand Relationships, Conference proceedings |
| Referência bibliográfica: | da Cunha, N. P., & Loureiro, S. M. C. (2017). Brand power and brand focus as facilitators of relationship quality in the wine sector. Em M. Fetscherin, & R. Cayolla (Eds.). 5th International Consumer Brand Relationships, Conference proceedings. http://hdl.handle.net/10071/29862 |
| ISSN: | 0000-0000 |
| Palavras-chave: | Relationship quality Brand focus Brand power Long-term relationship sustainability Poder de compra -- Purchasing power Setor vinícola -- Wine sector |
| Resumo: | The effectiveness of long-term relationships with business partners has been getting more attention in recent years from both academics and managers. This study explores a dyadic perspective of wine producers and distributors that identified Brand Focus as new sub-construct of Long-term Relationship Sustainability and Brand Power as new sub-construct of Power, employed to describe the Relationship Quality (RQ) between two important players of the market. The main findings highlight contributions made to brand relationships acting as facilitators of RQ in the wine sector |
| Arbitragem científica: | yes |
| Acesso: | Acesso Aberto |
| Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
| Ficheiro | Tamanho | Formato | |
|---|---|---|---|
| conferenceObject_40851.pdf | 401,88 kB | Adobe PDF | Ver/Abrir |
Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.