Now showing items 1-5 of 5
The effect of sales promotions on brand image in personal care products in Colombia
The objective of the dissertation is the identification of the effect of sales promotions on brand image in personal care products in Colombia. The research was developed in order to provide insights into the marketing ...
The effect of price reductions on the switching behaviour of brand loyal consumers: the case study of the apparel moderate category in Glasgow
As market trends reflect the continuous growing popularity of value brands in the apparel industry in the city of Glasgow, so does the intense competition. This intense competition is directing businesses to make use of ...
Country of origin effect: the case of Colombian automobile consumers
The concept of Country of Origin (CoO) has been largely studied as part of the international marketing field. CoO can be defined as the general consumer’s perception of products from a particular country (Roth & Romeo, ...
The Impact of multiple celebrity endorsement on attitude toward the advertisement and on consumers’ purchase intentions in the context of Colombia
The present research analyses the way multiple celebrity endorsement affects industries in Colombia especially in the cosmetic and cleanliness sector. In recent years, some national celebrities have been endorsing multiple ...
Storytelling brand: An experience that creates a path for brand loyalty?
Storytelling brands are able to build meaningful consumer-brand relationships, due to their capacity to evoke emotions, create attachments and accomplish remembrance through symbolic contexts and powerful metaphors. The ...