Use este identificador para citar ou linkar para este item: http://repositorio.ufla.br/jspui/handle/1/11870
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dc.creatorRodrigues, Tonny Kerley de Alencar-
dc.creatorVilas Boas, Ana Alice-
dc.creatorSilva, Jaime Alves da-
dc.creatorCarvalho, Keully Yasmim Moreira de-
dc.date.accessioned2016-10-05T18:19:09Z-
dc.date.available2016-10-05T18:19:09Z-
dc.date.issued2014-12-
dc.identifier.citationRODRIGUES, T. K. de A. Do you not know our brand? The perceptions of consumers of decorative candles. Journal of Marketing Management, Madison, v. 2, n. 3-4, p. 61-72, Dec. 2014.pt_BR
dc.identifier.urihttp://jmm-net.com/journals/jmm/Vol_2_No_3_4_December_2014/5.pdfpt_BR
dc.identifier.urihttp://repositorio.ufla.br/jspui/handle/1/11870-
dc.description.abstractAn analysis of the Brazilian market of decorative candles which demonstrated a high consumption in recent years was performed. Thus, it becomes important to develop targeted to understand consumer behavior in relation to these products brand studies. The aim of this study is to identify factors related to the low penetration of the company brand Decora Candles in the state of Piauí, Brazil. For this, a quantitative and qualitative approach was used. A quantitative approach was restricted to a question that sought to measure the satisfaction level of the customers of the company. So overwhelmingly reported a qualitative approach using the technique of case studies. The data collection instrument used was a semi-structured script interviews containing 7 subjective questions was applied along the 30 consumers of the company between the months of March and April 2014 was found that the company needs to improve its image before the market so that it is seen and perceived by the market generating direct association with the product brand. Was realized through this study the increased power that the brand has within the administration today.pt_BR
dc.languageenpt_BR
dc.publisherAmerican Research Institute for Policy Developmentpt_BR
dc.rightsrestrictAccesspt_BR
dc.sourceJournal of Marketing Managementpt_BR
dc.subjectBranding (Marketing)pt_BR
dc.subjectMarketing de relacionamentopt_BR
dc.subjectConsumidores - Preferênciapt_BR
dc.subjectMarca registradapt_BR
dc.subjectVelas decorativaspt_BR
dc.subjectRelationship marketingpt_BR
dc.subjectConsumers' preferencespt_BR
dc.subjectTrademarkpt_BR
dc.subjectDecorative candlespt_BR
dc.titleDo you not know our brand? The perceptions of consumers of decorative candlespt_BR
dc.typeArtigopt_BR
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