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Análise das respostas comportamentais de consumidores de duas sociedades com traços culturais distintos em um cenário de cocriação
(2019-07-09)
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, ...
Percepção dos consumidores de diferentes culturas em relação à estratégia de storytelling
(2019-12-10)
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, ...
Showrooming: fatores determinantes que impactam na intenção de compra de eletrônios e eletrodomésticos
(2019-07-09)
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 ...