Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/89886
Título: | Brand attachment and agile marketing: Responses to the (post-)pandemic context in the sports fashion context |
Autor(es): | Reis, Raissa Catarino, André P. Sousa, Bruno Barbosa Malheiro, Alexandra Santos, Vasco |
Data: | 30-Set-2022 |
Editora: | IGI Global |
Citação: | Reis, R., Catarino, A. P., Sousa, B. B., Malheiro, A., & Santos, V. (2022, September 30). Brand Attachment and Agile Marketing. Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global. http://doi.org/10.4018/978-1-6684-5523-4.ch003 |
Resumo(s): | This research seeks to understand the impact of the pandemic on online sales of sports brands and their relationship with consumers. The results obtained showed that the brands adapted to the pandemic period, they managed to preserve and even strengthen the relationship and communication with their consumers due to their online platforms, in which their sports products were found due to the high demand during the pandemic, especially in the period of confinement. In addition to realizing the importance of contact with companies during the period of confinement, which helped maintain the connection and loyalty between brand and consumer. The present study represents an important contribution regarding digital and agile marketing and the importance of the relationship between brand-consumer, namely the consumer's attachment to the brand. |
Tipo: | Capítulo de livro |
URI: | https://hdl.handle.net/1822/89886 |
ISBN: | 9781668455234 |
e-ISBN: | 9781668455258 |
DOI: | 10.4018/978-1-6684-5523-4.ch003 |
Versão da editora: | https://www.igi-global.com/gateway/chapter/313835 |
Arbitragem científica: | yes |
Acesso: | Acesso restrito UMinho |
Aparece nas coleções: | DET/2C2T - Livros e capítulos de livros |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Brand-Attachment-and-Agile-Marketing.pdf Acesso restrito! | 406,07 kB | Adobe PDF | Ver/Abrir |