Browsing by Author "Friedmann, Roberto"
Now showing items 1-5 of 5
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Olavarrieta Soto, Sergio; Friedmann, Roberto; Manzur Mobarec, Enrique (Universidad de Chile. Facultad de Economía y Negocios, 2010)The purpose of our study is to extend previous work on brand personality (Aaker 1997). While following Aaker’s recommended methodology, we did so in the context of an emerging market economy such as Chile, and using a ...
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Manzur Mobarec, Enrique; Friedmann, Roberto (2004-12-31)
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Olavarrieta Soto, Sergio; Friedmann, Roberto (Universidad de Chile. Facultad de Economía y Negocios, 2007)Logo selection and modification is a common marketing practice; brand managers and other marketing executives will normally face these kinds of decisions. However, logo design and modification have been largely neglected ...
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Olavarrieta Soto, Sergio; Friedmann, Roberto (Elsevier Science, 2008-06)Based upon new perspectives to explain superior business performance, an integrative conceptual model that links these different explanations of superior performance is presented, highlighting the role of knowledge-related ...
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Olavarrieta Soto, Sergio; Friedmann, Roberto (2004-12-23)In the last 10 years new theories of superior business performance have emerged from the work of marketing, strategy, organizational theory and economics scholars. These new perspectives, known under the labels of ...