2 documents found, page 1 of 1
The role of brand attachment during the pandemic period: sports brands
Reis, Raissa dos; Sousa, Bruno Barbosa; Catarino, André Paulo; Malheiro, Maria AlexandraPurpose: The main objective that is intended to be achieved in the course of this investigative study is how, through the pandemic, the relationship between consumers and sports brands maintained their affective attachment, their loyalty and whether competition led them to new adhesions for more attractive proposals. In addition to seeking to understand the importance of the internet in the brand's sales strate...
Perspetiva conciliadora do marketing relacional e digital: um olhar no contexto...
Carvalho, Armando Eurico; Esteves, Patrick Fernandes; Sousa, Bruno Barbosa; Catarino, André PauloObjective: Provide theoretical knowledge to support companies and allow customers and end consumers to achieve the best possible value. This work also aims to present a reconciling perspective between relational and digital marketing.Methodology: Theoretical contribution with systematic literature review and best practices (i.e. benchmarking) of relational marketing and digital application in specific organizat...