作者:Laura Gavinelli , Francesca Ceruti ...
来源:[J].British Food Journal(IF 0.614), 2019, Vol.121 (9), pp.2036-2051Emerald
摘要:From literature, an uncovered issue around the customer-based brand equity (CBBE) is detected: the influence of sensorial preferences on the relationship between social media communication and CBBE. The purpose of this paper is to investigate the effects produced by social m...
作者:Laura Gavinelli , Maria Cristina Morra , Angelo Di Gregorio
来源:[J].Qualitative Market Research: An International Journal, 2016, Vol.19 (2), pp.173-203Emerald
摘要:Purpose(#br)The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance. (#br)Design/methodo...
作者:Laura Gavinelli , Mariangela Zenga
来源:[J].Journal of Research in Marketing and Entrepreneurship, 2015, Vol.17 (2), pp.229-248Emerald
摘要:Purpose(#br) – The aim of this paper is to analyse why Italian small and medium enterprises (SMEs) pursue internationalization (current and future entry modes, motivations, advantages and difficulties) and how they go about it, with reference to four key areas: innovation an...


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