Browsing by Keyword "Desenvolvimento de escala"

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The development of a scale to measure young millennials' motivations to get entertainment and information

Konstantyner, Isabela da Cruz Barreto
2020-02-03

According to an informal interview with the marketing manager of Nestlé in Europe, Fast Moving Consumer Goods companies are still struggling and spending a lot of time and money on researches to understand which are the ...
What do you mean by love? Understanding brand love experiences

Sutil, Bruno do Nascimento
2019-03-12

This study proposes that brand love is an umbrella term for different brand love experiences and proposes a scale to differentiate among them. After a literature review and a qualitative stage, reasons to love a brand were ...