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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 ...
Country of origin effect: evidences from European consumers' of a Brazilian fashion brand
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). ...