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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 ...
OMG! Characterizing the role of emotions in the sharing of online commercial videos
Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. ...