Listagem FGV EBAPE - Dissertações, Mestrado em Gestão Empresarial por Orientador "Andrade, Eduardo Bittencourt"
Itens para a visualização no momento 1-6 of 6
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Are consumers willing to buy ethical goods?: evidences of an attitude-behavior gap in the fashion market
2017-11-24Objetivo: Este estudo pretende aprofundar o conhecimento sobre o comportamento do consumidor em torno de práticas éticas. Um crescente grupo de pesquisadores vem analisando como as preocupações éticas dos consumidores em ... -
Can deviation from standard beauty become appealing?: an age perspective
2015-11-10When exploring new perspectives on the impact of non-idealized vs. idealized body image in advertising, studies have focused mainly on body size, i.e., thin vs. heavy (Antioco et al., 2012; Smeesters & Mandel, 2006). Age ... -
Event marketing: an innovative promotional tool and its impact on consumer memory and brand awareness
2015Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in ... -
The impact of content marketing on attitudes and purchase intentions of online shoppers : the case videos & tutorials and user-generated content
2015-12This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct ... -
The impact of environmental cues on customers' quality perception and willingness to pay, and the moderating role of consumer mood and motives
2016-12-16The literature shows that shopping environment has an impact on various consumer behaviors, and that favourable environmental cues are associated with higher customer’ quality perception and willingness to pay. I investigated ... -
The Match-up hypothesis under a social class perspective
2018-06-20Purpose – The Match-up hypothesis is a concept which suggests that the stronger the match (i.e. the congruence, adequacy), between both a celebrity and a product, the more effective an endorsement will be. In this paper, ...
