Listar Artículos científicos por tema "Marcas comerciales"
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Brands in young consumers' Instagram contents: Elements of brand identity enable their use to promote group belonging
(IEEE Computer Society, 2021)Acceso restringidoThe desire to belong to a group is a characteristic of the human social condition. This quality influences an individual's choice and consumption of brands and products. The belonging-oriented consumption model explains ... -
Collective Rural Brands and Consumption of Agroecological Products
(Springer, 2022)Acceso restringidoThis work focuses on the development of rural communities through their productive and commercial orientation. This is done through collective rural brands as a vehicle to achieve identity, representation, and commercial ... -
Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
(Springer, 2021)Acceso abiertoThe aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our ... -
Metaverso y Non-Fungible Tokens (NFTs): Retos y Oportunidades desde la perspectiva del derecho de marcas
(Pontificia Universidad Católica del Perú, 2022)Acceso abiertoEl rápido desarrollo del metaverso y los componentes que lo integran trae consigo una gran cantidad de desafíos y oportunidades que abarcan un sinfín de aspectos. Sin embargo, existe un campo que posee una especial ...