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O impacto do endosso de celebridades no comportamento dos consumidores
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ISBN10: 3330509058
ISBN13: 9783330509054
Publisher: Edicoes Nosso Conhecimento
Published: Apr 15 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Portuguese
ISBN13: 9783330509054
Publisher: Edicoes Nosso Conhecimento
Published: Apr 15 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Portuguese
O objetivo da investigação é identificar se a aprovação de uma celebridade tem impacto no comportamento de compra dos consumidores (com idades compreendidas entre os 15 e os 25 anos). As outras intenções desta investigação consistem em determinar de que forma a aprovação de múltiplas marcas afecta as intenções de compra dos consumidores e se os escândalos em que as celebridades estão envolvidas têm impacto nas intenções de compra dos consumidores. O autor realizou a investigação primária através de um inquérito para recolher os dados e analisar os resultados.
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