{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,5,14]],"date-time":"2025-05-14T13:24:50Z","timestamp":1747229090191,"version":"3.40.5"},"edition-number":"1","reference-count":0,"publisher":"Edi\u00e7\u00f5es IPCB","isbn-type":[{"type":"print","value":"9789895330065"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2022,7,7]]},"abstract":"<jats:p>This article aims to analyze how fashion brands used branding tools in their communication and how these strategies were important resources during the confnement periods of the pandemic, in order to maintain their connec-tion with consumers and\/or attract new customers. for the brand. Through a literature review, it is possible to observe the infuence of social networks in strengthening the emotional bond between the consumer and the brand, even though its physical point of sale was closed during the frst confnement. Thus, it is possible to understand how a well-constructed communication can bring positive results and loyalty to a fashion brand even in periods of fnancial instability.<\/jats:p>","DOI":"10.53681\/2022.i02\/02\/08","type":"book-chapter","created":{"date-parts":[[2022,8,26]],"date-time":"2022-08-26T22:17:41Z","timestamp":1661552261000},"page":"74-81","source":"Crossref","is-referenced-by-count":1,"title":["As ferramentas de branding como um importante recurso para as marcas de moda durante a pandemia de Sars Covid 19"],"prefix":"10.53681","author":[{"name":"Universidade da Beira Interior, Covilh\u00e3, Portugal","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9684-5005","authenticated-orcid":false,"given":"Gisele","family":"Nepomuceno","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8736-7045","authenticated-orcid":false,"given":"Catarina","family":"Moura","sequence":"additional","affiliation":[]},{"name":"Universidade da Beira Interior, Covilh\u00e3, Portugal","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8537-7469","authenticated-orcid":false,"given":"Fernando","family":"Oliveira","sequence":"additional","affiliation":[]},{"name":"Universidade Europeia, Lisboa, Portugal","sequence":"additional","affiliation":[]}],"member":"31610","published-online":{"date-parts":[[2022,7,7]]},"container-title":["Investiga\u00e7\u00e3o e Ensino em Design e M\u00fasica"],"original-title":[],"deposited":{"date-parts":[[2022,8,26]],"date-time":"2022-08-26T22:17:57Z","timestamp":1661552277000},"score":1,"resource":{"primary":{"URL":"https:\/\/repositorio.ipcb.pt\/handle\/10400.11\/8041"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2022,7,7]]},"ISBN":["9789895330065"],"references-count":0,"URL":"https:\/\/doi.org\/10.53681\/2022.i02\/02\/08","relation":{},"subject":[],"published":{"date-parts":[[2022,7,7]]}}}