Ricardo Pessoa
Biographic Data
| ID | 6760845 |
|---|---|
| NAME | Ricardo Pessoa |
| GIVEN NAMES | Ricardo |
| FAMILY NAME | Pessoa |
| SIGNATURE | PESSOA R |
| AFFILIATIONS | Robert Bosch (India) |
| ORCID | 0000-0001-8374-1776 |
| VERIFIED | Yes |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2022 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 0 |
The Hidden Value of Brand Communities for Strategic Communication
The high competitiveness of the corporate sector requires a strategic communication approach to bring brands closer to consumers. In this context, brand communities (BCs) can be an interesting asset for brands. This article uses the example of motorcycle brands to analyze how BCs on social media can enhance the strategic dimension of brand communication. For this purpose, nine company representatives were interviewed, who represented 16 motorcycl…
No prominent works on this page.
The Hidden Value of Brand Communities for Strategic Communication
The high competitiveness of the corporate sector requires a strategic communication approach to bring brands closer to consumers. In this context, brand communities (BCs) can be an interesting asset for brands. This article uses the example of motorcycle brands to analyze how BCs on social media can enhance the strategic dimension of brand communication. For this purpose, nine company representatives were interviewed, who represented 16 motorcycl…
Advertising (1 work) · Asset (computer security (1 work) · Belongingness (1 work) · Brand awareness (1 work) · Brand Community (1 work) · Brand equity (1 work) · Brand Loyalty (1 work) · Brand management (1 work) · Business (1 work) · Computer Science (1 work)