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...

This research addresses the question of how mascots design characteristics affect children recognition and affective response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found that the...

The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based...

Presently the brand concept can range from personal brand to country or continent brand. We therefore consider that studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture is a key sector in any economy. Its main function is...

This paper 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...

Este artigo explora a especificidade conceptual da sociologia do comportamento económico, enquanto alternativa à orientação dominante da sociologia económica. Ancorada na tradição da Teoria Social clássica, que recupera e atualiza, a sociologia do comportamento económico aborda...

This study examines cultural factors influencing brand building strategies in the Chinese market. Our purpose is to investigate what Chinese consumers value in a brand, examining consumer behavior as well as manufacturers and their business strategies to respond to customers. Findings show a...

Export grouping schemes have assumed an increasing role in the process of internationalization, especially for small- and medium-sized companies. Its network character has received the attention of a number of researchers who have focused both on their creation and development. Although...

With numbers estimated as high as 70 million, Generation Y (also known as the Millennials) is the fastest growing segment of today’s workforce. But they are also demanding consumers with characteristics firms ought to understand for better capture the value they may also be able to provide....