Cross Cultural Marketing
Mostrando 1-4 de 4 artigos, teses e dissertações.
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1. GREEN PRODUCTS: A CROSS-CULTURAL STUDY OF ATTITUDE, INTENTION AND PURCHASE BEHAVIOR
ABSTRACT Purpose: 1. to investigate if a difference is found between university students of both countries. 2. to provide an analysis of the attitudes, intentions, and behavior of Brazilian and Canadian university students regarding the purchase of green products. Originality/value: The relevance includes a cross-cultural study between Brazil and Canada an
RAM, Rev. Adm. Mackenzie. Publicado em: 2017-10
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2. Product placement in movies : a cross cultural study between Brazil and the USA
The broader objective of this study undertaking can briefly be articulated in particulate aims as follows: to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers. In addition, check the differences and similarities bet
Publicado em: 29/02/2012
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3. Expressividades da marca global: um estudo de caso na Procter &Gamble
This research, which has the brand as central theme, aims to analyse how multinacional consumer-goods companies deal with the challenge of building global brands, by finding a balance between which brand elements (name, logo and package) can be global and which must be local. This objective is relevant once brands globalization is a growing fenomenon, and un
Publicado em: 2007
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4. "Beef lovers" : um estudo cross-cultural sobre o comportamento de consumo de carne bovina
O objetivo principal desta tese foi testar um modelo teórico que pudesse relacionar os construtos atitude, norma subjetiva, hábito e intenção de comportamento no consumo de carne bovina. Também se propôs uma análise do impacto das emoções antecipadas (positivas e negativas), do grau de envolvimento e de diferenças culturais como variáveis moderado
Publicado em: 2007