25 research outputs found
Making connections: Partner quality, identity, and community
The study of equine companion ship and horse ownership provides an opportunity to explore the constructs of partner quality, identity projects, and consumer community.
Product Placement and Brand Equity
Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness