Perception of brand and consumption conspicuous: analysis of effect promotional campaign moderator/Percepcao de marca e consumo conspicuo: analise do efeito moderador na campanha promocional

The promotional campaign can be divided into monetary and non-monetary. These can act as moderators in purchase intent. In this context, this study aims to analyze the moderating effects of the type of promotion in the relations between conspicuous consumption and brand perception in the intention t...

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Veröffentlicht in:	Revista de Ciencias da Administracao 2016-08, p.38
Hauptverfasser:	Santini, Fernando de Oliveira, Ladeira, Wagner Junior, Sampaio, Claudio Hoffmann, Araujo, Clecio Falcao
Format:	Artikel
Sprache:	por
Schlagworte:	Advertising campaigns Consumption data Marketing Surveys
Online-Zugang:	Volltext
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