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A busca de valor em marcas da perfumaria nacional: uma análise a partir do imaginário da brasilidade
(2023-12-20)
The present work has the objective of understanding how the current national perfume brands strategically use the brand equity associated with the construction of the imaginary of Brazilianness. The work has a qualitativ ...
Uma nova perspectiva para a comunicação junto ao consumidor: a possibilidade da publicidade nativa
(2023-12-20)
The presente work aims to understand the possibility of a more spontaneous and authentic communication for brands, based on the concept of native advertising, which can be understood especially from the context of digital ...
A influência da marca na compra de chocolates pelo consumidor: um estudo a partir da técnica de blind test
(2023-12-20)
The present study aims to understand the influence of the brand on the consumer's chocolate purchase decision process, especially using the blind test technique. For this, there is an initial quantitative approach with ...
Megatendências influenciando marcas: “Casa Granado” e “Lola Cosmetics” revivendo o passado
(2023-12-20)
The present study aims to understand how megatrends can be used strategically by brands, making them more attractive to consumers, from the perspective of megatrend revivalism. The following work has a qualitative bias, ...
Marcas reciclando o passado: Vans e o desafio de comunicar para diferentes gerações de consumidores
(2023-12-20)
The present work aims to understand the different positioning strategies of the Vans brand, which communicate and captivate generations of consumers over the years. For this, an exploratory-qualitative research with an ...