Essays about: "Gustavo Lima Moraes de Oliveira"

Found 2 essays containing the words Gustavo Lima Moraes de Oliveira.

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

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

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

    Abstract : 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. READ MORE

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

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

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

    Abstract : 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. READ MORE