The present study analyzes the behavior of the consumer inserted in an experimental scenario of co-creation in two groups with different cultural traits. For this purpose, a descriptive quantitative research was applied, ...

The way companies are communicating with their customers has been changing, once traditional advertising pieces, in the face of a world filled with information, are no longer able to hold the public's attention. Therefore, ...

The use of tools for virtual research and/or acquisition provides to the customer new experiences of purchase goods. With the objective of contributing to understanding the attitude and behavior of the buyer at the time ...