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Influência do apoio de celebridades à publicidade
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ISBN10: 620938885X
ISBN13: 9786209388859
Publisher: Edicoes Nosso Conhecimento
Published: Nov 30 2025
Pages: 100
Weight: 0.32
Height: 0.24 Width: 6.00 Depth: 9.00
Language: Portuguese
ISBN13: 9786209388859
Publisher: Edicoes Nosso Conhecimento
Published: Nov 30 2025
Pages: 100
Weight: 0.32
Height: 0.24 Width: 6.00 Depth: 9.00
Language: Portuguese
Usar celebridades para promover um produto é uma das técnicas de publicidade mais populares que as empresas utilizam para criar notoriedade e obter respostas favoráveis sobre os seus produtos e serviços. Muitas vezes, essa expectativa não se concretiza, pois a imagem negativa de uma celebridade que promove um produto ou a incompatibilidade entre a celebridade e o produto promovido podem induzir uma baixa aceitação do produto, em vez do contrário. Este livro fornece um conhecimento empÃrico e incisivo sobre o fenómeno do apoio de celebridades, com foco especÃfico em como isso afeta a intenção de compra dos estudantes. É escrito num estilo lúcido, envolvente e cativante e servirá como um bom material de referência e guia para qualquer investigação académica e profissional futura dentro da área.
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