International Journal of Business Marketing

Current Issue

Vol. 9 No. 1 (2024): IJBMKT

Published: 2024-10-10

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Articles

The Marketing of Heineken Experience Adapting existing theory with homegrown strategies
DOI: https://doi.org/10.18568/ijbmkt.9.1.253

TANYARA CLARISE ABDIAS, Gandhimohan Viswanathan

4-16
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Consumer profiles regarding the level of relationship with virtual influencers
DOI: https://doi.org/10.18568/ijbmkt.9.1.265

Marcelo de Rezende Pinto, Paula Karina Salume, Maiara Lorena Oliveira Anacleto, Rayner Theodoro de Souza

31-46
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Behavior intention in coping cloud adaptation
DOI: https://doi.org/10.18568/ijbmkt.9.1.275

ALAMIR COSTA LOURO, Mariana Melo, Marcelo Brandão

62-74
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The consumption of women’s shoes as an expression of the Self
DOI: https://doi.org/10.18568/ijbmkt.9.1.289

REGINA PORTO SPACINI CAVALLINI, CRISTINA HELENA PINTO DE MELLO, RAPHAEL ALMEIDA VIDEIRA

75-88
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Characterization of the brand of a public university in the dimensions of brand personality from the perspectives of current students and graduates
DOI: https://doi.org/10.18568/ijbmkt.9.1.290

Nayara Cristina Mendonça Zanata, ALEANDRA DA SILVA FIGUEIRA SAMPAIO, THAÍS MOURA MARTINS DOS SANTOS, VERÔNICA ANGÉLICA FREITAS DE PAULA

89-100
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Artigos tecnológicos

Strategy for introducing an innovative product in the Brazilian pharmaceutical industry The case of a medicine for treating Covid-19
DOI: https://doi.org/10.18568/ijbmkt.9.1.259

Ligia Maura Primo Maluf, Adilson Caldeira, Reynaldo Cavalheiro Marcondes

17-30
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Innovation Workey Digital Condominium
DOI: https://doi.org/10.18568/ijbmkt.9.1.266

Eloá de Miranda Neves , Lilian Aparecida Pasquini Miguel, Marcos Antonio Franklin

47-61
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