Impact of Brand Coolness in purchase intention in fast food and festival markets
Companies nowadays face the challenge of selling their products in highly competitive markets where customers possess access to wide sources of information across multiple purchase options. To differentiate themselves they resort (along with other strategies) to developing resonating consumer brand...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2020
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| Texto completo: | http://hdl.handle.net/10071/21773 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/21773 |