Outputs (16)

Consumers, Identity, and Brand Personality (2025)
Book Chapter

Branding creates a distinct identity for products, organizations, people, or places by using unique names, designs, symbols, or features. Research in this area examines how consumers react to various brands and branding efforts in different contexts.... Read More about Consumers, Identity, and Brand Personality.

Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions (2022)
Journal Article
Ferreira, L., Giraldi, J., Maheshwari, V., & Oliveira, J. (2022). Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions. International Journal of Event and Festival Management, 13(4), 486-505. https://doi.org/10.1108/ijefm-10-2021-0080

Purpose
This paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination.

Design/methodology/approach
This research considered the Rio... Read More about Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions.

Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement (2021)
Journal Article
Pagan, K., Giraldi, J., Maheshwari, V., Paula, A., & Oliveira, J. (2021). Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement. International Journal of Wine Business Research, 33(4), 481-501. https://doi.org/10.1108/ijwbr-08-2020-0043

Purpose
This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.

Design/methodology/approach... Read More about Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement.

Gender differences: visual attention and attitude toward advertisements (2020)
Journal Article
Boscolo, J., Oliveira, J., Maheshwari, V., & Giraldi, J. (2020). Gender differences: visual attention and attitude toward advertisements. Marketing Intelligence and Planning, 39(2), 300-314. https://doi.org/10.1108/mip-11-2019-0598

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 advertiseme... Read More about Gender differences: visual attention and attitude toward advertisements.

Internet marketing (2020)
Book Chapter

Internet marketing has changed the outlook for businesses in the way they promote their products and services and the how they engage with their existing and prospective customers. Customer personas have been used in traditional marketing and digital... Read More about Internet marketing.

Importance of ethics and sustainability in the fashion industry: an abstract (2019)
Presentation / Conference Contribution

It is widely acknowledged that ethical consumption is increasing and ethical fashion is now in “high demand” (Bray et al. 2011; Domeisen 2006; Manchiraju and Sadachar 2014). However, it is also argued that, although consumers are able to form opinion... Read More about Importance of ethics and sustainability in the fashion industry: an abstract.

Role of organizational career websites for employer brand development (2018)
Journal Article
Gunesh, P., & Maheshwari, V. (2018). Role of organizational career websites for employer brand development. International Journal of Organizational Analysis, 27(1), 149-168. https://doi.org/10.1108/ijoa-01-2018-1327

Purpose
The paper aims to demonstrate the utilization of banks’ career website for publicizing the employer branding strategy to enable effective strategic talent relationship management through talent attraction, engagement and retention.

Design... Read More about Role of organizational career websites for employer brand development.

Role of attitudes in Brazil's country brand image (2018)
Journal Article
Giraldi, J., Maheshwari, V., Mariutti, F., & Konstantopolou, A. (2018). Role of attitudes in Brazil's country brand image. International Journal of Business and Globalisation, 21(3), 297-307. https://doi.org/10.1504/ijbg.2018.10016574

For the past three decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. However, despite the importance of the theory of attitude in evaluating the image of a country, the maj... Read More about Role of attitudes in Brazil's country brand image.

Analysis of Brazilian fashion sectorial brand identity (2018)
Journal Article
Lourencao, M., Giraldi, J., & Maheshwari, V. (2018). Analysis of Brazilian fashion sectorial brand identity. Research Journal of Textile and Apparel, 22(3), 291-314. https://doi.org/10.1108/rjta-12-2017-0055

Purpose
The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand.

Design/methodology... Read More about Analysis of Brazilian fashion sectorial brand identity.

Digital marketing and the young consumer (2017)
Book Chapter

This chapter analyzes the influences of the young consumer on the digital or online decision-making process for a variety of relevant brand categories. The digitalisation of media fuelled by remarkable technological advancement has changed the landsc... Read More about Digital marketing and the young consumer.