O ambiente atual caracterizado pelas mudanças estruturais do mercado, pela entrada de concorrentes internacionais e pela concentração do setor, aponta o surgimento de um novo modelo de gestão nas organizações varejistas, ...

This paper approaches academic education in the field of marketing through academic production within the field itself. It presupposes that marketing publications are the main starting point for education in marketing, ...

Interpersonal relationships have suffered significant changes since the introduction of the internet in social life. In this context, we highlight the virtual communities and, more specifically, virtual brand communities. ...

Brands have taken dominance in the strategies of enterprises once they are able to generate feelings, sensations and emotions in their clients. These values, value for the enterprises and for the brands themselves, are ...

This paper aims to provide an organized notion of attitude-behaviour theories born from consumer behavioral literature. The marketing researcher can distinguish certain limitations and uses concerning measurement of this ...

The objective of this study was to assess consumer perceptions about organic products as well as the influence of socio-demographic factors and frequency of consumption. To that end, a quantitative and descriptive study ...

The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through ...

This study aims to discuss and analyze how the ten largest Brazilian retailers communicate their social responsibility. We developed a theoretical framework on the evolution concept of corporate social responsibility (CSR), ...

Protests are arising within cyberspace and among them is resistance to brands and consumption. The Internet has increasingly become a forum where individual claims are no longer private and become public which mobilizes ...

The evolution of information and communication technologies (ICTs) launches an era of exponential growth and distribution of relevant content. With the expansion of the pervasiveness of online growth and ease of mobile ...