The role of digital marketing communication in brand equity A study applied to Altice Forum Braga

被引：0
|
作者：
Molho, Cristiana [1 ]
Vilhena, Estela [2 ]
Sousa, Bruno [3 ]
机构：
[1] Polytech Inst Cavado & Ave IPCA, Sch Management, Barcelos, Portugal
[2] Polytech Inst Cavado & Ave IPCA, 2Ai Sch Technol, Barcelos, Portugal
[3] Polytech Inst Cavado & Ave IPCA, CiTUR, Barcelos, Portugal
来源：
PROCEEDINGS OF 2021 16TH IBERIAN CONFERENCE ON INFORMATION SYSTEMS AND TECHNOLOGIES (CISTI'2021) | 2021年
关键词：
brand equity; digital channels; events sector; Altice Forum Braga;
D O I：
暂无
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Technological evolution has revolutionized the tourism segment, offering brands powerful digital media to enhance brand equity. Using the case study of Altice Forum Braga brand, and through the application of questionnaires to its customers, it was possible to understand that communications processing influences the perceived quality, through brand awareness, image, and personality. In general way, the digital media, especially social media, are relevant to customers, so Altice Forum Braga can strategically manage these channels to influence customers' perceptions and opinions.
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页数：6
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