Purpose: The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic. Design/methodology/approach: The research was divided into...

Purpose: The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach: An integrative literature review of the past 15 years of research...

Purpose: Sectoral brand management processes have presented planning, development and implementation challenges. With the aim of reducing these managerial problems, the purpose of this paper is to revise the structure and the processes of the sectoral brands management....

Purpose: This paper aimed to verify the most important factors (cognitive and affective dimensions) perceived in Rio de Janeiro’s image as the host city of the 2016 Olympic Games and to identify the factors that predict better the overall city image and its affective image dimension in this...

Purpose: This study examines the differences between genders in visual attention and attitudes toward different types of advertisements. Design/methodology/approach: An experimental design using a structured questionnaire and six print advertisements with a male, female and neutral focus was...

Purpose: The purpose of this paper is to investigate if shared brands provide sustainable competitive advantage according to an adapted valuable, rare, imitability/replaceability and organization (VRIO) model to the Brazilian wine sector in the opinion of the government agencies, associations...

Purpose: Olympic Games provide an arguably unparalleled amount of opportunities for the host city and country in relation to economic and socio-cultural growth and development. However, the achievement of such long-term success measures lies with the holistic involvement of community groups,...

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Our study analyzes the sports marketing environment, focusing specifically on soccer, in order to determine how a soccer team marketing department operates in terms of organization, planning, development of activities, and professionalization. The method utilized was based on a Brazilian soccer...

Sector brands are an alternative to the impossibility or inadequacy of developing national country brands. However, studies examining the subject are scarce. This article examines the development process of the Brazilian information technology sector brand and contributes to the understanding of...