O dever de informar é multifacetado: é ao mesmo tempo direito e dever e permeia todo o sistema protetivo do Código de Defesa do Consumidor, irradiando seus efeitos desde a fase pré-contratual da relação de consumo. Trata-se de dever que encontra fundamento na boa-fé, baseando-se na necessidade de tutela das legítimas expectativas do consumidor. O presente estudo objetiva a análise das características e correlações do dever de informar do fornecedor nas relações de consumo e as consequências de sua violação, como a não obrigatoriedade do conteúdo contratual desconhecido, o cumprimento forçado da oferta e a responsabilidade por vício e defeito de informação. / The duty to inform is multifaceted: it is at the same time right and duty and pervades the entire protective system of the Consumer Protection Code, radiating its effects since the pre-negotiation phase of the consumption relation. It arises from the good faith principle, the contractual trust and it is based on the need to safeguard the legitimate expectations of the consumer. The present study aims to address the characteristics and correlations of the supplier's duty to inform in consumer relations and the consequences of its violation, such as the non-compulsory contractual unknown content, the forced fulfillment of the offer and the liability for damages caused by lack or defect of information.

Given unprecedented shifts in the U.S. demography marked by rapid growth in Hispanic, Asian and other ethnic market segments, marketing scholars and practitioners are confronting ways to cultivate ethnic consumers' brand preference formation, retail patronage and their ensuring consumption choices. Food is cited as a common signifier for consumers’ ethnic/cultural identity because food itself is a cultural symbol. However, little research has examined the influences of ethnic identities on consumers’ patronage behaviors of ethnic-themed restaurants. Thus, this dissertation critically explores the impact of ethnic identity and motivational factors to better understand consumers' choices of ethnic-themed restaurants with a mix-method approach. The present research investigates how ethnic identity and consumers’ need for uniqueness interplay with perceived authenticity in consumers’ patronage intention of ethnic-themed restaurants. The findings advocate the interplay among ethnic identity, consumers’ need for uniqueness, and perceived authenticity of general consumers in decision making choices of patronizing ethnic-themed restaurants. The findings have important implications for market segmentation guiding the owners of ethnic-themed restaurant the choice of environmental cues to encourage patronage intentions among general consumers. Furthermore, this study provides additional insights about motivating factors affecting decision making of patronizing ethnic-themed restaurants and contributes to the stream of research by enhancing understanding of marketing ethnic-themed restaurant in a multi-cultural society.

In recent years there has been an increase in the usage of social media. This trend coincided with the increase in promotion via influencers and with overall growth in public interest in health and fitness. This has led to an opportunity for new marketing strategies, namely influencer marketing. Through empirical observations we have identified early adopters of the influencer marketing strategy growing exponentially, especially in the sports wear fashion industry where relatively young companies have taken market share from bigger companies. Literature has shown influencer marketing to be beneficial to target customer segments efficiently and cheaper compared to traditional means of marketing. Hence, the purpose of this study is to examine how companies in the sportswear fashion industry use influencer marketing, how influencer marketing affects the consumers buying process and post-purchase behavior. By analyzing various factors of influencer marketing and the customer journey we have gained valuable insights into the interaction dynamics between companies, influencer and consumers and into what constitutes a successful influencer marketing campaign. In order to conduct this study, a theoretical framework has been designed centered on theories about influencer marketing, consumers' journey and brands. The study has used a qualitative method where 8 semi-structured in-depth interviews with industry representatives have been carried out. The respondents come from four different sportswear fashion brands and are well versed in this subject. The authors have considered all ethical aspects and made sure that non-identifying information is included that can be traced or linked back to the respondents. The interviews were conducted via Zoom and over the phone and the authors chose to do a thematic analysis to answer the research question: How do brands use social media influencers to affect consumers' journey within the sportswear fashion? The results from this study indicate that brands can use social media influencers to influence consumers' journey in sportswear fashion. The biggest and foremost reason brands can influence the consumer journey is the choice of influencers. A developed model from empirical data and analysis has been created to explain this process. The model shows how brands start by choosing an influencer, what factors influence the choice, then who the influencer should be and the desired characteristics, and finally how influencers affect consumers, how consumers react and the relationship between all parties.

RERBOUÇAS, Marina Cabral. Bebida prebiótica à base de amêndoa da castanha de caju: estudos com consumidores em diferentes abordagens para avaliação de fatores sensoriais e externos ao produto. 2016. 117 f. : Tese (doutorado) - Universidade Federal do Ceará, Centro de Ciências Agrárias, Departamento de Tecnologia de Alimentos, Fortaleza-CE, 2016 / Submitted by Nádja Goes (nmoraissoares@gmail.com) on 2016-07-08T13:07:50Z No. of bitstreams: 1 2016_tese_mcreboucas.pdf: 2626341 bytes, checksum: e0b191879ed659a68c541e05ea4d4613 (MD5) / Approved for entry into archive by Nádja Goes (nmoraissoares@gmail.com) on 2016-07-08T13:08:22Z (GMT) No. of bitstreams: 1 2016_tese_mcreboucas.pdf: 2626341 bytes, checksum: e0b191879ed659a68c541e05ea4d4613 (MD5) / Made available in DSpace on 2016-07-08T13:08:22Z (GMT). No. of bitstreams: 1 2016_tese_mcreboucas.pdf: 2626341 bytes, checksum: e0b191879ed659a68c541e05ea4d4613 (MD5) Previous issue date: 2016 / Prebiotic beverages made from cashew nut kernels and fruit juice are a viable alternative in the area of new functional products’ development. Thus, this research aimed to develop three prebiotic beverages made from cashew nut kernels added with fruit juice (grape, mango and pineapple), evaluating how non-sensory attributes (external to the product) and consumers’ characteristics as to behavior and personality affect their acceptance. A factorial 2² central composite rotatable design was used for the development of the formulations. Focus groups were applied to define the most important label attributes on consumer’s purchasing decision. The illustration, nutritional information and the term prebiotic associated with its functional claim, within their respective levels, were selected for the labels’ development via the 3x2x3 full factorial design and the employment of conjoint analysis and cluster analysis multi-varying techniques for results evaluation. The mango beverage was evaluated displaying three different label versions in order to check if the expectation generated by different nutritional information affected consumers’ perception as to characteristics of quality, overall impression and purchasing attitude. The beverage added with pineapple juice was compared to its soy-based commercially similar in order to evaluate if information on composition, nutritional characteristics and functional claims associated with these products affect the acceptance and perception of consumers with different behavioral characteristics and personality. The formulations optimized as to acceptance should be added with the following concentrations of sugar and juice, respectively; grape beverage (37% and 7%), pineapple (35% and 7%) and mango (40% and 8%). Among the most important label attributes in the purchasing process, the illustration was the one that mostly influenced, followed by nutritional information and the term prebiotic and its functional claim. The nutritional claims displayed on the label revealed to have a positive impact over the perception of the beverage as to the characteristics of quality, overall impression and purchasing attitude, with information such as “0% lactose, 0% cholesterol and fiber-rich” and “0% lactose, 0% cholesterol and antioxidants” found to influence more positively consumers. Information related to the beverages made from soy and cashew nut did not influence the acceptance of flavor nor on the overall impression, nonetheless, it had a positive impact over consumers’ perception as to healthiness and the nutritious value of both, being the cashew nut kernel-based beverage perceived as more nutritious and healthier than the soy-based one. Consumers’ different characteristics as to the interest in healthy eating and food neophobia did not influence the acceptance of the beverages, their perception as healthy food and nutritious value. / Bebida prebióticas à base de amêndoas de castanha de caju e suco de frutas é uma alternativa viável na área de desenvolvimento de novos produtos funcionais. Assim, este trabalho objetivou desenvolver três bebidas prebióticas à base de amêndoa da castanha de caju adicionadas de suco de frutas (uva, manga e abacaxi), avaliando de que forma atributos não sensoriais (externos ao produto) e características comportamentais e de personalidade dos consumidores afetam a sua aceitação. Utilizou-se um delineamento fatorial 22 do tipo composto central rotacionado para desenvolvimento das formulações. Grupos de foco foram empregados para definição dos atributos do rótulo mais importantes na decisão de compra do consumidor. A ilustração, as informações nutricionais e o termo prebiótico associado a sua alegação funcional, com seus respectivos níveis, foram selecionados para o desenvolvimento dos rótulos por meio de delineamento fatorial completo do tipo 3 x 2 x 3, aplicando-se as técnicas multivariadas conjoint analysis e cluster analysis para avaliação dos resultados. A bebida de manga foi avaliada associada a três versões do rótulo para verificar se a expectativa gerada por diferentes informações nutricionais afetavam a percepção dos consumidores quanto às características de qualidade, impressão global e atitude de compra. A bebida adicionada de suco de abacaxi foi comparada frente ao seu similar comercial à base de soja para avaliar se informações sobre composição, características nutricionais e alegações funcionais associadas a estes produtos afetam a aceitação e percepção dos consumidores com diferentes características comportamentais e de personalidade. As formulações otimizadas quanto à aceitação devem ser adicionadas das seguintes concentrações de suco e açúcar, respectivamente, para a bebida de uva (37% e 7%), abacaxi (35% e 7%) e manga (40% e 8%). Dentre os atributos do rótulo mais importantes no processo de compra, a ilustração foi o que mais influenciou, seguido pelas informações nutricionais e pelo termo prebiótico e sua alegação funcional. As alegações nutricionais no rótulo mostraram ter um impacto positivo na percepção da bebida quanto às características de qualidade, impressão global e atitude de compra, com os as informações “0% lactose, 0% colesterol e fonte de fibras” e “0% lactose, 0% colesterol e antioxidantes” influenciando mais positivamente os consumidores As informações relacionadas às bebidas de soja e castanha de caju não influenciaram a aceitação do sabor e impressão global, no entanto tiveram um impacto positivo na percepção dos consumidores quanto à saudabilidade e o valor nutritivo de ambas, sendo a bebida à base de amêndoa da castanha de caju percebida como mais nutritiva e mais saudável do que a bebida de soja. As diferentes características dos consumidores quanto ao interesse em alimentação saudável e a neofobia alimentar não tiveram influência sobre a aceitação das bebidas, a percepção de alimento saudável e valor nutritivo.

Background: We currently live in a time when consumers trust more on social media and less on traditional advertising as a source of information for their purchasing decisions. Social media and traditional advertising must be integrated somehow so that marketers can communicate more effectively with their target market. In this investigation, the influence of music influencers on consumer behavior is analyzed, getting to the conclusion that the benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. Purpose: The purpose of this study is therefore to explore what influence Latin American artists have on the behaviour of Latin American consumers and how companies can use these motivations to structure their own marketing campaigns. Method: In order to carry out the following research work, the following stages are proposed: Firstly, a theoretical framework will be elaborated using the methodology of literature review, secondly a qualitative research which will consist of an empirical analysis the instrument chosen for this is an interview with a professional in the sector. And finally quantitative research The survey is the instrument chosen to collect the information that will drive the quantitative research proposed for this study. Conclusion: The results suggest that artists have an influence on the purchasing behaviour of Ibero-American consumers. By establishing connections between literature review, empirical data and surveys, a significant relationship was found that affirms the theory. The study reveals evidence that consumers in general can be influenced by music as a formative variable of the environment or atmosphere. The benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. From there, marketers should take this research into account when implementing artists in their campaigns in Latin America.

El marketing de nostalgia es una herramienta utilizada para captar la atención del consumidor a través de un sentimiento de añoranza hacia el pasado. Los estudios analizados en el presente trabajo de investigación mencionan que la nostalgia es un sentimiento poderoso que evoca al pasado feliz del consumidor y lo trae al presente, causando un efecto positivo en su actitud. Ha sido utilizada en el branding, desarrollo de producto, estrategias de comunicación y de contenido. Sin embargo, pocos autores describen el uso de esta herramienta en la estrategia de contenido. Es por ello, que este trabajo de investigación analizará las actitudes de los millennials frente al uso del marketing de nostalgia como parte de una estrategia de contenido, específicamente de la alianza de Netflix y Nickelodeon que se basa en un acuerdo de producción de contenido en el que Netflix podrá tener en su plataforma contenido nuevo y antiguo de Nickelodeon. Para ello, se realizará un trabajo de campo cualitativo a través de entrevistas a profundidad dirigido a millennials que usan Netflix y que tengan una conexión previa con Nickelodeon. Esto nos permitirá conocer las principales actitudes, sentimientos y pensamientos con respecto al caso de estudio. / Nostalgia marketing is a tool used to capture the consumer's attention through a feeling of longing for the past. The studies analyzed in this research mention that nostalgia is a powerful feeling that evokes the consumer's happy past and brings it to the present, causing a positive effect on their attitude. It has been used in branding, product development and communication and content strategies. However, few authors describe the use of this tool in a content strategy. This is the reason this research will analyze the attitudes of millennials towards the use of nostalgia marketing as part of a content strategy, specifically the alliance of Netflix and Nickelodeon, that is based on a content production agreement in which Netflix will be able to have new and old Nickelodeon content on its platform. In order, to do this, a qualitative field work will be carried out through in-depth interviews aimed at millennials who have used Netflix and who have a previous connection with Nickelodeon. This will allow us to know the main attitudes, feelings, thoughts regarding the case study. / Trabajo de investigación

Ce mémoire est une étude sur les processus de création, de présentation et de représentation des valeurs artistiques et compare leur début de production stratégique, supposément basé sur les changements infrastructurels et les caractéristiques du marché, avec leur stade de consommation tardif, principalement impliqué dans la formation du marché qui ajuste les connaissances, les habitudes et les attitudes de la population. Le corpus de la recherche est divisé en trois parties: 1) contexte théorique. 2) Les archétypes des arts de haut niveau associés aux changements d’infrastructure. 3) Les archétypes des arts de bas niveau associés à l’attitude, aux connaissances et aux habitudes des consommateurs. La première partie examine l'évolution de certaines des théories des quatre domaines, économie politique, marché, marketing et éthique politique, ainsi que leurs effets sur la société occidentale du milieu du XVIIIe siècle à nos jours. La deuxième partie utilise ces théories pour identifier les jalons de l'art et explique différentes stratégies de production dans le monde de l'art occidental. La troisième partie modélise la formation des connaissances et de l’attitude du consommateur sur la base de certaines théories de la psychologie existantes et observe la tendance et le rythme des changements d’attitude du public sur le marché. Nous comparons la troisième partie avec la deuxième pour montrer que les arts de haut niveau et les arts de bas niveau ont un impact mutuel à long terme: les arts de haut niveau activement inspirent les arts de bas niveau; tandis que les arts de bas niveau passivement modifient les connaissances et l’attitude des consommateurs à propos des arts de haut niveau. / This memoire is a study on three processes, creation, presentation and representation of artistic values, and compares their early stage of strategic production, which is supposedly based on artist’s intention, infrastructural changes and type of market, with their late stage of consumption, which is mostly involved with a market training that adjusts population’s knowledge, habits, and attitudes. The corpus of the research is divided into three parts: 1) theoretical background. 2) Archetypes of highbrow arts associated to infrastructural changes. 3) Archetypes of lowbrow arts associated to consumer’s attitude, knowledge, and habits. The first part reviews the historic evolution of some of the fundamental theories of the four fields, econo-politics, market, marketing and political ethics and their hierarchical effects on the western society from the mid-eighteenth century to present. The second part uses those theories to identify milestones in front art and explains different strategic production patterns in the western art world. The third part models the formation of consumer’s knowledge and attitude based on some existing theories of psychology and observes the trend and pace of public’s attitude change in today’s market. We compare the third part with the second to show that highbrow and lowbrow arts have mutual impact over each other: highbrow arts actively inspire lowbrow arts; while, lowbrow arts passively change consumer’s knowledge and attitude about highbrow arts.