Publicação
Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Torres, António Marinho | |
| dc.contributor.author | Simões, Ana Rita Ferreira Fernandes | |
| dc.date.accessioned | 2021-03-26T16:14:12Z | |
| dc.date.embargo | 2026-06-04 | |
| dc.date.issued | 2020-06-16 | |
| dc.date.submitted | 2020-06-04 | |
| dc.description.abstract | Loyalty is essential to create strong brands. As a result, understanding its sources is an advantage to companies. This study suggests that brand engagement is an impactful source of loyalty in the Portuguese beauty and hygiene market. Through a comparative analysis of the top three brands, this study shows that an outstanding engagement requires a balance between both rational and emotional components. Brands that focus on this balance achieve greater levels of loyalty. | pt_PT |
| dc.identifier.tid | 202609421 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/114483 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Brand loyalty | pt_PT |
| dc.subject | Brand engagement | pt_PT |
| dc.subject | Emotional connection | pt_PT |
| dc.subject | CEMS MIM | pt_PT |
| dc.title | Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics: CEMS MIM | pt_PT |
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