000106958 001__ 106958
000106958 005__ 20210909132521.0
000106958 037__ $$aTAZ-TFG-2021-1798
000106958 041__ $$aeng
000106958 1001_ $$aLope Ruiz, Eduardo
000106958 24200 $$aBrand Management: Movie theaters and Streaming Platforms in the Context of Covid-19
000106958 24500 $$aGestión de Marca: Cines y Plataformas de Streaming en el contexto del Covid-19
000106958 260__ $$aZaragoza$$bUniversidad de Zaragoza$$c2021
000106958 500__ $$aResumen disponible también en español
000106958 506__ $$aby-nc-sa$$bCreative Commons$$c3.0$$uhttp://creativecommons.org/licenses/by-nc-sa/3.0/
000106958 520__ $$aThe aim of this dissertation is to study the importance of brand management in the cinema sector for both movie theaters and streaming platforms in the context of Covid-19. To do so, an analysis of the situation for cinemas has been performed, together with some measures applied in order to palliate the negative effects caused by the pandemic. This situation generated an increase in competitiveness for streaming services, which have been examined with the aim of finding the competitive advantages created by their respective brand image. Afterwards, a survey has been carried out for the purpose of finding patterns in the population regarding their perceptions on both movie theaters and streaming services, all of it in the pandemic context of the migration that has occurred from the former to the latter. Findings confirm the opposite market tendencies for both of the areas studied, and verify how good brand management is key in order to create an identity that will turn into future better results. The absence of planning regarding brand image can be very detrimental, although most companies are well aware of that. Regarding the relationship between movie theaters and streaming platforms, the only solution points towards mutual cooperation.<br /><br />
000106958 521__ $$aGraduado en Administración y Dirección de Empresas
000106958 540__ $$aDerechos regulados por licencia Creative Commons
000106958 700__ $$aPina Pérez, José Miguel$$edir.
000106958 700__ $$aOliete Aldea, Elena$$edir.
000106958 7102_ $$aUniversidad de Zaragoza$$bDirección de Márketing e Investigación de Mercados$$cComercialización e Investigación de Mercados
000106958 8560_ $$f757342@unizar.es
000106958 8564_ $$s2060486$$uhttps://zaguan.unizar.es/record/106958/files/TAZ-TFG-2021-1798.pdf$$yMemoria (eng)
000106958 909CO $$ooai:zaguan.unizar.es:106958$$pdriver$$ptrabajos-fin-grado
000106958 950__ $$a
000106958 951__ $$adeposita:2021-09-09
000106958 980__ $$aTAZ$$bTFG$$cECON
000106958 999__ $$a20210620195101.CREATION_DATE