Browsing FGV EBAPE - Dissertações, Mestrado em Gestão Empresarial by Author "Caldieraro, Fabio"
Event marketing: an innovative promotional tool and its impact on consumer memory and brand awareness Ribeiro, Catarina Peres
2015Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in ...
The impact of environmental cues on customers' quality perception and willingness to pay, and the moderating role of consumer mood and motives Marcomini, Silvia
2016-12-16The literature shows that shopping environment has an impact on various consumer behaviors, and that favourable environmental cues are associated with higher customer’ quality perception and willingness to pay. I investigated ...
Prioridades estratégicas de um departamento de pós-venda: um estudo de caso em uma corretora de benefício no segmento de seguros privados de saúde Rodrigues, José Carlos Mata
2015-11-19The strategic role of an after-sale department in a benefit broker, like any other segment, is growing with great importance and thus the prioritization of its service is fundamental to the relationship, the retention and ...