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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). ...
Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil
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 ...