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Branding na Era Digital by Taskos, Nikolaos

Branding na Era Digital

by Nikolaos Taskos
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Book cover type: Paperback
  • ISBN13: 9783330500013
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 88
  • Original Price: GBP 34.71
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 127 grams
  • BISAC Subject(s): Marketing / General

� um facto indiscut�vel que a Internet afectou grandemente a forma como os profissionais de marketing comunicam com os clientes. A marca digital � um dos dom�nios de marketing mais promissores e espera-se que seja a forma mais frutuosa de abordar os consumidores nos pr�ximos anos. O presente estudo investiga as carater�sticas que tornam uma marca eletr�nica digna de confian�a e fi�vel. Determina quais as t�cnicas de branding em linha que s�o eficazes e quais as que s�o consideradas intrusivas pelos utilizadores em linha. Centra-se num grupo espec�fico chamado Millennials, compreende as suas percep��es sobre o e-branding e explora o que os torna fi�is a uma marca eletr�nica. A investiga��o baseou-se numa an�lise da literatura existente sobre marcas digitais, estrat�gias e ferramentas de e-branding e num estudo emp�rico qualitativo realizado no Reino Unido, que consistiu em entrevistas aprofundadas e numa pesquisa netnogr�fica. Os resultados revelaram que a lealdade num contexto em linha pode ser alcan�ada e que existem determinadas carater�sticas que os utilizadores consideram cruciais para se ligarem a uma marca eletr�nica. O autor acredita firmemente que a presen�a em linha deve ser tratada como um neg�cio � parte e n�o deve ser ignorada nem subvalorizada por nenhuma marca.

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