Now showing items 1-5 of 5
Stereotyped and non-stereotyped advertising: revitalization of Mattel’s Iconic Barbie brand in the current context of feminine empowerment
Modelos plus size, casais homosexuais com filhos, mulheres em posições de lideranca, uma variedade de etnias e religiões representadas em propagandas de algumas das marcas mais renomadas do mundo. Apesar de estereótipos ...
Competing online: a netnographic study on twitch influencers
The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After ...
The emergence of Islamic finance: an exploratory study of Brazil
Islamic finance has been a trendy topic globally, gaining the attention of Muslims and non-Muslims. It stands for a financial system that follows the sharia (Islamic law), which is guided by ethical principles and social ...
Purpose-built accommodations: what attributes do students value more when choosing where to live?
This research reveals what attributes and services student housings and purpose-built accommodations provide their target groups with. It analyzes not only the developing and growing student housing market in Brazil but ...
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 ...