Sumários

Building and maintaining strong relationships: brand love, brand coolness

12 Fevereiro 2026, 09:30 • Sandra Loureiro

Building and maintaining strong relationships: brand love, brand coolness

Best Practices: How to Build and Maintain Strong Customer Relationships

Relationship Investment (RI) model

Emotional attachment

Brand love

Brand coolness

Teamwork

Building and maintaining strong relationships: brand love, brand coolness

11 Fevereiro 2026, 09:30 • Sandra Loureiro

Building and maintaining strong relationships: brand love, brand coolness

Best Practices: How to Build and Maintain Strong Customer Relationships

Relationship Investment (RI) model

Emotional attachment

Brand love

Brand coolness

Teamwork

consumer-brand-machine relationships

10 Fevereiro 2026, 09:30 • Sandra Loureiro

Consumer-brand-machine relationships

Meaning of brand from AMA

Brand image

Brand personality

Brand relationship quality

Celebrities: from Humans to avatars.

Gamification as a way to promote brand relationships

Transreality

Guest speaker on digital marketing

Consumer-brand-machine relationships

9 Fevereiro 2026, 09:30 • Sandra Loureiro

Consumer-brand-machine relationships

Meaning of brand from AMA

Brand image

Brand personality

Brand relationship quality

Celebrities: from Humans to avatars.

Gamification as a way to promote brand relationships

Transreality

Guest speaker on digital marketing

Co-creation and sustainability perspectives, and CRM

5 Fevereiro 2026, 09:30 • Sandra Loureiro

Co-creation and customer relationship management

Sustainability: economic, social, environmental

Crowdsourcing platforms and co-creation.

Cases of Zara, BMW, DWL, LEGO, IKEA

Cruise tourism and sustainability concerns, and the incorporation of technologies, AI, VR, and AR.

Teamwork: students searching for projects using the SCOPUS AI database.

Online classroom:

https://videoconf-colibri.zoom.us/j/97541758716?pwd=2cb8YWV6xUedTaUeYxyw6csm18XjRJ.1