Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Subject "Comportamento do consumidor"
Now showing items 21-25 of 25
-
Music collecting behavior and experience in the streaming era in Brasil
2018-07-23This study examines music collecting behavior and experience in the streaming era. Twelve in-depth, qualitative interviews were carried out to explore the nature of analog music collecting in Brazil and to understand the ... -
New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
2014-12-19Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material ... -
OMG! Characterizing the role of emotions in the sharing of online commercial videos
2013-03-27Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. ... -
Wellness tourism in Southeast Asia : the case study of Six Senses Hotels Resorts & Spas
2018-09-12A context of increased demand for wellness tourism is attracting new players in the tourism industry. The concept of wellness tourism has emerged but hasn’t broken through yet: it is already defined and presented in the ... -
Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns
2013-11-04The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the ...
