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Capítulo 6 – Nota Referências pedagógica

Barnes, J. G. (2003), “Establishing meaningful customer relationships: why some companies and brands mean more to their customers”, Managing Service Quality, Vol. 13, nº3, pp. 178-186. Barsky, Jonathan e Nash, Lenny (2001), “Guests’ emotions can create opportunities to increase revenue”, H&MM, August, p. 17. Batra, R., Lehamann, D. e Singh, D. (1993), “The brand personality component of brand goodwill: some antecedents and consequences”. In Brand Equity and Advertising, David Aaker e Alexander Biel, (Eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, pp. 83-96. Bernstein, D. (1984), Company Image and Reality, Reinhart and Winston, Eastbourne. Bettman, James (1979), “Memory Factors in Consumer Choice: A Review”, Journal of Marketing, Vol. 43 (Spring), pp. 37-53. Biel, Alexander (1993), “Converting image into equity”, In Brand Equity and Advertising: Advertising’s role in building strong brands, David Aaker e Alexander Biel, (Eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, pp. 67-82. Blackston, Max (2000), “Observations: Building Brand Equity by Managing the Brand’s Relationships”, Journal of Advertising Research, November-December, pp. 101-105. Blunden, R. e McGuinness, N. (1993), “The Real Case Method: A response to Critics of Business Education”, Case Research Journal, Winter, pp. 106-119. Bonoma, T. (1985), “Case Research in Marketing: Opportunities, Problems and a Process”, Journal of Marketing Research, Vol. 12, pp. 199-208. Bonoma, T. e Kosnik., T. (1989), Learning by the Case Method in Marketing, Harvard Business School Publishing, July 13, 9-590-008.

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