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Hope, risk perception and propensity to indebtedness
Hope is an important construct in marketing, once it is an antecedent of important marketing variables, such as trust, expectation and satisfaction (MacInnis & de Mello, 2005, Almeida, Mazzon & Botelho, 2007). Specifically, ...
Internet share of advertising expenditure: growth drivers and inhibitors in the Brazilian market
Internet advertising spending as a percentage of total advertising expenditure varies significantly from one country to another. The figure is as low as 4.7% in the Brazilian market and as high as 28.5% in the British ...
Probabilidade de financiamento por cartões de crédito híbridos
This research aims to identify a statistical model of propensity to revolve through store credit card, in order to maximize the credit appliance and optimize marketing efforts. The descriptive study aims to generate insights ...