TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | CONSUMER PERCEPTION AND ATTITUDE TOWARDS CO-BRANDING | ||||||||||||
| Autor(es): |
GABRIEL DE CAMPOS PINTO |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 06/ABR/2018 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=33524@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=33524@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.33524 | ||||||||||||
| Resumo: | |||||||||||||
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This study seeks to analyze consumer behavior in relation to their perception and attitude regarding co-branding. This research was conducted with consumers living in the city of Rio de Janeiro, aged
between twenty-two and fifty-five years old. The answers given in the questionnaire about perception and attitude were in relation to the four brands involved, the three partnerships, and the three products. This
study aimed to identify how the perception and attitude that the consumer has about the two brands involved affects the partnership and the product in a co-branding strategy, specifically what types of perception and
attitude have a greater influence on the overall interpretation of co-branding.
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