Browsing by Author "Coelho, Ricardo Limongi França"

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    • Approaches that affect consumer-based brand equity 

      Oliveira, Denise Santos de; Caetano, Mauro; Coelho, Ricardo Limongi França
      2017-09
      Current studies on factors affecting the dimensions of consumer-based brand equity have been dispersed, applicable to specific contexts and not systematized in the literature. So, the purpose of this paper is to identify ...

    • Um estudo empírico dos antecedentes da preferência do consumidor por canais de varejo 

      Coelho, Ricardo Limongi França
      2017-02-22
      The objective of this study is to evaluate if characteristics such as the use of mobile devices, a buying orientation, and a channel perception are antecedents in the choice of the channel by the consumer. The analysis of ...