Listagem FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional por Assunto "Publicidade"
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Advertising new product categories to new geographical markets
2012-09-18Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios ... -
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 ... -
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement
2020-12-10This study is an exploratory study, with a quantitative approach, carried out through a survey, applied through a questionnaire using an online tool, aimed at consumers in the clothing / fashion sector in France. Its central ... -
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 ... -
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas
2016-11-18This research analyzes 'telenovelas' in Brazil, with the objective of defining to what extent these popular programs represent a dream factory, literally as an industry that sells dreams and metaphorically in terms of ...
