Guimarães, Cristina; Estima, Ana(Editorial Universitat Politècnica de València, 2022-05-31)
[EN] Brands increasingly adopt human qualities as a way to attract consumers. Brands must be physically attractive, intellectually persuasive, socially involved, and emotionally appealing, all while demonstrating a strong ...
Marques, Joaquim; Estima, Ana(Editorial Universitat Politècnica de València, 2021-07-26)
[EN] Marketing education literature is prolific in research dedicated to the best methodologies to provide higher education students with the knowledge as well as the soft and hard skills needed for their future careers ...