Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages von Hernandez, José Mauro da Costa, Wright, Scott A., Ferminiano Rodrigues, Filipe

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The importance of advertising skepticism for brand extension appeals von Hernandez, José Mauro da Costa, Wright, Scott A., Affonso, Felipe M.

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When transparency pays off: Enticing sceptical consumers with two‐sided advertising von Hernandez, José Mauro da Costa, Costa Filho, Murilo Carrazedo Marques, Strano, Maria Paula Veronezi

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Comparing transformational and instrumental leadership: The influence of different leadership styles on individual employee and financial performance in Brazilian startups von Chammas, Cristiane Benedetti, Hernandez, José Mauro da Costa

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If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect von Wright, Scott A., da Costa Hernandez, José Mauro, Sundar, Aparna, Dinsmore, John, Kardes, Frank R.

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Regulating regret via decreasing goal level: Comparing maximizers and satisficers von Kamiya, Annaysa Salvador Muniz, Zeelenberg, Marcel, Hernandez, José Mauro da Costa

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Development and validation of the general regulatory focus measure forced choice scale (GRFM-FC) von Chammas, Cristiane Benedetti, da Costa Hernandez, José Mauro

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Teorias de inovação na educação superior: determinantes do comportamento do professor na adoção de tecnologias, métodos e práticas de ensino von Alano, Elsi do Rocio Cardoso, Souza, Maria Tereza Saraiva de, Hernandez, José Mauro da Costa

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A IMPORTÂNCIA DO APEGO À MARCA PARA O ENGAJAMENTO EM CAUSAS DE RESPONSABILIDADE SOCIAL CORPORATIVA von Kamiya, Annaysa Salvador Muniz, Hernandez, José Mauro da Costa, Xavier, Agnne Karoline S., Ramos, Débora Beserra

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Produção científica brasileira em marketing no período 2000-2009 von Mazzon, José Afonso, Hernandez, José Mauro da Costa

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Development-based trust: proposing and validating a new trust measurement model for buyer-seller relationships von Hernandez, Jose Mauro da Costa, Santos, Claudia Cincotto dos

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Comparing transformational and instrumental leadership von Cristiane Benedetti Chammas, José Mauro da Costa Hernandez

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It Makes Me Feel So Good: An Experimental Study of the Placebo Effect Generated by Brands von Alves, Carlos Alberto, Lopes, Evandro Luiz, Hernandez, José Mauro da Costa

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Escalas concorrentes para a mensuração da qualidade percebida: uma comparação entre a SERVQUAL e a RSQ von Evandro Luiz Lopes, José Mauro da Costa Hernandez, Jouliana Jordan Nohara

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Cor ou escolaridade de personagens de propaganda? Preferências entre universitários von Moretti, Sérgio Luiz do Amaral, Hernandez, José Mauro da Costa, Muritiba, Patricia Morilha, Muritiba, Sérgio

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An Experimental Study on the Effect of Brand and Brand Extension on Omission Neglect von Lopes, Evandro Luiz, da Silva, Dirceu, Hernandez, José Mauro da Costa

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The country of distribution effect on the brand attitude change von Hernandez, José Mauro da Costa, Medeiros, Patrícia da Costa

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When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes von Galhanone, Renata Fernandes, Hernandez, José Mauro da Costa, Suzuki, Rúbia Harumi, Amorim, Marília Aparecida Trizi

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O Efeito da Marca na Negligência da Omissão: uma Pesquisa Experimental von Evandro Luiz Lopes, Dirceu da Silva, José Mauro da Costa Hernandez

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Effects of Set Size, Scarcity, Packaging, and Taste on the Marketing Placebo Effect von Wright, Scott, Hernandez, José Mauro da Costa, Sundar, Aparna, Dinsmore, John, Kardes, Frank

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