Itens para a visualização no momento 1-10 of 140
Zara’s brand perception: a comparative approach between Brazil and Spain
In this study, the author analyses the effects of country of origin and brand positioning on consumer’s brand perception and purchase intention of the brand ZARA. For the analysis, the author uses online survey to collect ...
“The luxury market in Brazil: an analysis of its complexity”
The aim of the present research thesis is to investigate the luxury market in Brazil and how brand can survive in such context. All over the world this sector is becoming more and more crucial, due to many factors, such ...
Promoção de preço no varejo alimentar
O presente estudo tem como objetivo investigar a sensibilidade do consumidor a preço após promoções com diferentes percentuais de desconto em produtos líderes e não líderes e com duas maneiras distintas de comunicação da ...
Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ...
Como influenciar a decisão de compra do shopper em supermercados: os efeitos dos vieses cognitivos 'aversão à perda', 'contas mentais' e 'priming effect', aplicados em materiais de comunicação
Empresas de bens de consumo se deparam hoje com o desafio de conhecer e influenciar seus shoppers durante suas jornadas de compras, para que, assim, possam incrementar suas receitas. O shopper marketing surgiu para buscar ...
Consumer perception of Brazilian beef: insights from a quantitative study in Europe
Brazilian beef companies have been very successful in recent years due to a range of external factors. These factors include a favourable climate in Brazil and an abundant supply of natural resources (such as supply of ...
Consumers and biology: an investigation on the evolutionary roots of consumer behavior
This dissertation is a set of three studies focusing on the implications of evolutionary psychology (EP) to consumer behavior research. EP derives from the Darwinian theory of evolution and posits that just as our bodies ...
Relações entre trabalho, consumo e criação de valor para as organizações: o caso Trendwatching
The goal of this thesis is to understand, from the work and consumption categories, how the relation of collaboration networks from a consumer trends firm named Trendwatching are established. Academically, recent literature ...
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch
As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the ...
Linha de pesquisa estratégias de marketing
Professor Delane Botelho fala sobre a linha de pesquisa Estratégias de Marketing