Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Subject "Marketing"
Now showing items 1-18 of 18
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The asymmetric dominance effect and beer brands
2020-04-07This study aims to explore in which situations the asymmetric dominance effect might happen or not. Some authors suggest that the effect only happen in very rare occasions, where the stimuli is quantitative and clear. As ... -
BUILDING THE BRAND IDENTITY THROUGH AESTHETICS ON SOCIAL MEDIA: THE AESOP CASE STUDY
2021-02-09The increased competition in the retail industry has forced brands to adapt. Quality as well as availability are no longer enough to attract customers and increase market share, due to the standardization of mass production ... -
Consumer perception of Brazilian beef: insights from a quantitative study in Europe
2016-09-14Brazilian beef companies have been very successful in recent years due to a range of external factors. These factors include a favourable climate in Brazil and an abundant supply of natural resources (such as supply of ... -
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch
2016-02-22As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the ... -
The effect of region of origin on the individual brands in the region: a study about São Roque and Vinícola Goés
2020-01Regional marketing is an exercise that regions develop so that they can benefit from the region’s unique advantages and distinguish themselves from other regions. It happens in regions all around the world and with this ... -
Entry strategies on an emerging market: Brazil: case studies of French cosmetics companies in Brazil
2011-07-13This work deals with entry strategies in an emerging market, the Brazilian market. The case studies supporting it are of French companies from the cosmetics sector. A literature review about the subject will be compared ... -
How engagement with influencer marketing campaigns affect the brand performance: a case of stories on Instagram
2021-04-08Influencer marketing englobes many studies that aim increasing the engagement rate of the viewers with the content created by social media influencers, that could be considered opinion leaders. Content has a great impact ... -
The internationalization of the cosmetic retail industry: a history of success?
2013-02-22The retailing industry has increasingly become global over the past few decades, illustrating visually the internationalization of business in general. Many retailers are betting to expand their activities internationally ... -
Localization strategies of multinationals in Brazil which characteristics of the Brazilian market force multinational companies to localize their marketing activities?
2013-08-21Uma vez que as perspectivas de crescimento económico nos países mais desenvolvidos, como a Europa, os EUA eo Japão estão diminuindo, os mercados emergentes têm se tornado cada vez mais importante para muitas empresas ... -
'The luxury market in Brazil: an analysis of its complexity'
2017-12-20The aim of the present research thesis is to investigate the luxury market in Brazil and how brand can survive in such context. All over the world this sector is becoming more and more crucial, due to many factors, such ... -
Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
2016-12-20In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ... -
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 ... -
Practices in social media in the travel education business
2014-12-19Practices in Social media refers to the view or perception of a brand not only based on its offerings and services, but also on its values and culture as perceived primarily by consumers. Organizations may utilize brand ... -
Social businesses in large companies: a case study in Brazil
2012-11-07O ambiente econômico global tem registrado um conjunto de mutações poderosos durante a última década. A liderança dos países ocidentais tem sido contestada pelo crescimento de novos atores no interior da arena global, ... -
Standardization and adaptation in multinational corporations: applied study on Samsung’s marketing mix strategy
2020-04-27O marketing internacional é o processo de planejamento e realização de transações entre fronteiras para criar trocas que satisfaçam os objetivos de indivíduos e organizações (Czinkota & Ronkainen, 2006). A abordagem de ... -
Stereotyped and non-stereotyped advertising: revitalization of Mattel’s Iconic Barbie brand in the current context of feminine empowerment
2018-12-20Modelos plus size, casais homosexuais com filhos, mulheres em posições de lideranca, uma variedade de etnias e religiões representadas em propagandas de algumas das marcas mais renomadas do mundo. Apesar de estereótipos ... -
The terroir concept for food products: the case of the cheese market in Brazil
2020-02-10Este artigo analisa como o conceito de terroir aplicado a categoria de queijos é compreendido e valorizado pelos consumidores. Terroir é um conceito francês que representa a designação de um lugar englobando três dimensões ... -
Zara’s brand perception: a comparative approach between Brazil and Spain
2018-01-10In this study, the author analyses the effects of country of origin and brand positioning on consumer’s brand perception and purchase intention of the brand ZARA. For the analysis, the author uses online survey to collect ...
