The study of storytelling and brand love is justified by the need to understand the potential of
storytelling as a tool that marketers have available to positively influence the love felt by the …

What role do emotions play as a job seeker eyes up a potential employer? Our contribution
to research into employer attractiveness explores the role that affective states play in …

在品牌社群中, 成員為了擁護所支持的品牌, 可能對其他競爭品牌產生負面想法,
甚至衍生敵對的行為, 此種心理上的認知稱為對立品牌忠誠. 本研究從社會認同理論與情緒的 …

Understanding product semantics and affective perceptions of product consumers
undoubtedly offer significant value for industrial designers and their design practice …

Loyal users of a specific brand sometimes might have negative thoughts about competing
brand. Researchers name this psychological phenomenon oppositional brand loyalty. This …

O conceito de employer brandingtem sido alvo de ampla atenção por parte da investigação
científica. Este destaque está associado à atual envolvente organizacional marcada pela …

O storytelling e o amor à marca são o objeto de estudo da presente dissertação. O estudo
destas duas temáticas justifica-se pela necessidade de compreender o potencial do …

The study aims to identify attributes and characteristics of visual aesthetics in order to
establish a set of guiding principles of visceral level player-centric emotional design for …

El eWom es información publicada en Internet principalmente en redes sociales que
pueden ayudar a las empresas a conocer mejor el mercado y tomar mejores decisiones …