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Stereotyped and non-stereotyped advertising: revitalization of Mattel’s Iconic Barbie brand in the current context of feminine empowerment
(2018-12-20)
Modelos plus size, casais homosexuais com filhos, mulheres em posições de lideranca, uma variedade de etnias e religiões representadas em propagandas de algumas das marcas mais renomadas do mundo. Apesar de estereótipos ...
Competing online: a netnographic study on twitch influencers
(2018-11-21)
The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After ...
The emergence of Islamic finance: an exploratory study of Brazil
(2018-04-13)
Islamic finance has been a trendy topic globally, gaining the attention of Muslims and non-Muslims. It stands for a financial system that follows the sharia (Islamic law), which is guided by ethical principles and social ...
Purpose-built accommodations: what attributes do students value more when choosing where to live?
(2018-01-10)
This research reveals what attributes and services student housings and purpose-built accommodations provide their target groups with. It analyzes not only the developing and growing student housing market in Brazil but ...
Zara’s brand perception: a comparative approach between Brazil and Spain
(2018-01-10)
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 ...
Brand positioning in the pharmaceutical industry: content analysis applied to antiaging drugs
(2017-12-13)
Under the shifting dynamics of pharmaceutical industries, companies must be responsive to adjust their strategies to the constantly evolving environment as well as predict future changes to be able to prepare and position ...
The personal branding of the entrepreneur - a unique asset for a new venture: a study with young french entrepreneurs
(2017-12-06)
This research aims to identify the characteristics of an entrepreneur’s efficient personal branding strategy that is valuable for his/her company. It also tries to analyze the projected outcomes of the personal brand of ...
Country of origin effect: evidences from European consumers' of a Brazilian fashion brand
(2016-12-20)
This study aimed to better understand the European consumers’ behavior towards a foreign unfamiliar brand from a developing country based on the real internationalization case study of a Brazilian fashion brand (Osklen). ...
Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil
(2016-02-17)
Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and ...
Internationalization of SME and entry mode choice in Brazil: the case study of Ameco, a French SME
(2013-04-15)
The research’s goal is to analyze, for a French SME, the attractiveness of two target markets in Brazil in order to support the CEO’s decision making on future investment. To face EU crisis, many French SMEs are currently ...