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Análise das respostas comportamentais de consumidores de duas sociedades com traços culturais distintos em um cenário de cocriação
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
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
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 ...