Sökning: "Gustavo Lima Moraes de Oliveira"

Hittade 2 uppsatser innehållade orden Gustavo Lima Moraes de Oliveira.

1. 1. CONSUMERS IN LOVE : A model to consumers heart

   Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Gustavo Lima Moraes de Oliveira; Suzanne Meinders; [2018]
   Nyckelord :Brand love antecedents; consolidated model; brand identification; brand evaluation; experience value; screening process;

   Sammanfattning : PURPOSE To explain what impacts brand love. METHODOLOGY Quantitative approach, using online surveys, with a total of 462 participants. Additionally, a qualitative method was applied in the pre-study, using semi-structured in-depth interviews, and a total of 12 respondents. LÄS MER

3. 2. How to Advertise in 5 Inches or Less : A Qualitative Study Towards Mobile Advertising

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Gustavo Lima Moraes de Oliveira; Christoffer Lundberg; Fredrik Viktorsson; [2016]
   Nyckelord :Mobile advertising; smartphone; credibility; entertainment; informativeness; personalization; irritation;

   Sammanfattning : Background: With the adoption of smartphones, a new mean of communication emerged for businesses, calling for deep knowledge on how to leverage this profitable direct-link to consumers. However, previous literature has mainly studied the subject from a quantitative standpoint with a theoretical foundation built on traditional advertising, hence, not studying the subject on its own. LÄS MER