This working paper analyzes the growing importance of private labels in today’s modern distribution, and the main opportunities and threats they raise for retailers and national brands. Our main purpose was to: (1) analyze consumer´s perceptions of private label brands, (2) identify their...

The purpose of this research is to investigate how a corporate brand of higher education can benefit from a social network for the development of its internal communication strategy. The research strategy involves a case study about Catholic University of Portugal, in Porto, and a qualitative...