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IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação >
IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012) >

Please use this identifier to cite or link to this item: http://hdl.handle.net/10437/5388

Título: Estratégias baseadas na arquitectura e processo de compra das marcas estudo de caso: relação entre a identidade e a imagem da marca AXA
Autor: Brandão, Nuno Goulart
Cordeiro, Ana Rita
Palavras-chave: MARCAS
BRANDS
COMPORTAMENTO DOS CONSUMIDORES
CONSUMER BEHAVIOUR
IMAGEM DE MARCA
BRAND IMAGE
AXA
Issue Date: 2012
Resumo: Today, we live in a society characterized by hyper, where customers are increasingly demanding. For, having at their disposal a very diverse offering of products and brands, where access to information is plentiful, customers do not relate to the brands they do but by what they mean. For businesses it is imperative to build a brand that result in lasting relationships with consumers, enabling brands to gain competitive advantages. Considering that a mark can only be assumed by their identity, arises the need to create a system that handles the brand values it receives for the differentiation necessary to become distinct. This research aims to assess the relationship between identity and brand image AXA, since despite being distinct concepts are themselves complementary.
URI: http://hdl.handle.net/10437/5388
ISSN: 1647-1989
Appears in Collections:IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012)

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