This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying … sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens … the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that …

response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the …

Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand … preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in … presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among …

experiences. The findings are analysed and discussed in the context of literature on product development, brand management and …