Please use this identifier to cite or link to this item: https://hdl.handle.net/1822/44958

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dc.contributor.authorRuão, Teresapor
dc.contributor.authorMarinho, Sandrapor
dc.contributor.authorBalonas, Sarapor
dc.contributor.authorDuarte Melo, Anapor
dc.contributor.authorLopes, Ana Isabelpor
dc.date.accessioned2017-03-10T14:20:16Z-
dc.date.issued2016-04-27-
dc.identifier.issn1363-3589por
dc.identifier.urihttps://hdl.handle.net/1822/44958-
dc.description.abstractThis research builds upon the study of a multinational brand relationship with the local community to test a model of analysis of brand awareness. In the model, the evaluation of two dimensions of the phenomenon is suggested: the type of awareness and the drivers of awareness. And the case study was developed through the examination of two groups of stakeholders: the general population and the local opinion leaders. The results suggest that the corporate brand has high levels of awareness, but faces a structural identity problem because of the existence of a strong competitor: a corporate brand that has left the region decades ago but whose recall is still very strong among local stakeholders. We call this phenomenon ‘ghost awareness’. Following these clues, we present some recommendations that can be adopted by companies with the same perception problems.por
dc.language.isoengpor
dc.publisherPalgrave Macmillanpor
dc.relationinfo:eu-repo/grantAgreement/FCT/5876/147330/PTpor
dc.relationinfo:eu-repo/grantAgreement/FCT/3599-PPCDT/133012/PTpor
dc.rightsclosedAccesspor
dc.subjectBrand awarenesspor
dc.subjectBrand communicationpor
dc.subjectBrand imagepor
dc.subjectBrand managementpor
dc.titleBrand management at a local scale: a case of ‘ghost awareness’por
dc.typearticlepor
dc.peerreviewedyespor
dc.relation.publisherversionhttps://link.springer.com/article/10.1057/crr.2016.7por
sdum.publicationstatusinfo:eu-repo/semantics/publishedVersionpor
oaire.citationStartPage179por
oaire.citationEndPage193por
oaire.citationIssue2por
oaire.citationTitleCorporate Reputation Reviewpor
oaire.citationVolume19por
dc.identifier.doi10.1057/crr.2016.7por
rcaap.embargofctDireitos contratuais com a editorapor
dc.subject.fosCiências Sociais::Ciências da Comunicaçãopor
dc.subject.wosSocial Sciencespor
sdum.journalCorporate Reputation Reviewpor
Appears in Collections:CECS - Artigos em revistas internacionais / Articles in international journals
DCC - Artigos em revistas internacionais / Articles in international journals

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