How booking.com's brand identity compares to its brand image
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/106990 |
Resumo: | This paper studies Booking.com brand’s identity and how it compares to its brand image. Kapferer Brand Identity Prism (2008) is used to identify the main brand elements that build the identity. Once defined, the comparison with the customer’s opinion is done using a sample of 12Portuguese, men and women, collected conducting a qualitative research. The main brand attributes are not always equally perceived by the consumer. That is why it is concluded that in today’s constantly changing reality, some of thebrand identity facets aremore dynamic and should be adapted to meet the new customer desires that changes over time. |
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How booking.com's brand identity compares to its brand imageKapferer brand identity prismBooking.com ientityBrand identity vs. brand imageDynamism ofbrand identityDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis paper studies Booking.com brand’s identity and how it compares to its brand image. Kapferer Brand Identity Prism (2008) is used to identify the main brand elements that build the identity. Once defined, the comparison with the customer’s opinion is done using a sample of 12Portuguese, men and women, collected conducting a qualitative research. The main brand attributes are not always equally perceived by the consumer. That is why it is concluded that in today’s constantly changing reality, some of thebrand identity facets aremore dynamic and should be adapted to meet the new customer desires that changes over time.Kousi, SofiaRUNCrespo, María De Las Nieves Rojas2021-01-03T01:30:31Z2020-01-232020-01-032020-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/106990TID:202495728enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:51:45Zoai:run.unl.pt:10362/106990Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:50.209049Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How booking.com's brand identity compares to its brand image |
title |
How booking.com's brand identity compares to its brand image |
spellingShingle |
How booking.com's brand identity compares to its brand image Crespo, María De Las Nieves Rojas Kapferer brand identity prism Booking.com ientity Brand identity vs. brand image Dynamism ofbrand identity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How booking.com's brand identity compares to its brand image |
title_full |
How booking.com's brand identity compares to its brand image |
title_fullStr |
How booking.com's brand identity compares to its brand image |
title_full_unstemmed |
How booking.com's brand identity compares to its brand image |
title_sort |
How booking.com's brand identity compares to its brand image |
author |
Crespo, María De Las Nieves Rojas |
author_facet |
Crespo, María De Las Nieves Rojas |
author_role |
author |
dc.contributor.none.fl_str_mv |
Kousi, Sofia RUN |
dc.contributor.author.fl_str_mv |
Crespo, María De Las Nieves Rojas |
dc.subject.por.fl_str_mv |
Kapferer brand identity prism Booking.com ientity Brand identity vs. brand image Dynamism ofbrand identity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Kapferer brand identity prism Booking.com ientity Brand identity vs. brand image Dynamism ofbrand identity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This paper studies Booking.com brand’s identity and how it compares to its brand image. Kapferer Brand Identity Prism (2008) is used to identify the main brand elements that build the identity. Once defined, the comparison with the customer’s opinion is done using a sample of 12Portuguese, men and women, collected conducting a qualitative research. The main brand attributes are not always equally perceived by the consumer. That is why it is concluded that in today’s constantly changing reality, some of thebrand identity facets aremore dynamic and should be adapted to meet the new customer desires that changes over time. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-01-23 2020-01-03 2020-01-23T00:00:00Z 2021-01-03T01:30:31Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/106990 TID:202495728 |
url |
http://hdl.handle.net/10362/106990 |
identifier_str_mv |
TID:202495728 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799138022168461312 |