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Dermocosmetics’ industry in Brazil and Germany: a comparison of consumer preferences between these countries
This work examines the industry of Dermocosmetics or Cosmeceuticals, with a focus on the female consumer behavior. The scope of this work is the Brazilian and German markets, given that these two countries are among the ...
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). ...
Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns
The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the ...
Os barões do café: um estudo exploratório sobre o comportamento de consumo masculino em relação a bens de luxo na cidade de São Paulo
O objetivo deste trabalho é investigar o comportamento de consumo de consumidores masculinos na área urbana de São Paulo em relação a bens cosméticos de luxo e contribuir com informação para as empresas que visam se ...