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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). ...
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. ...