HIGHLIGHTS
- who: sarah from the Federal University of Pernambuco Tamarineira, Recife – PE – Brazil have published the article: ART 737 PRONTO ING.pdf, in the Journal: (JOURNAL)
- what: Perspective the authors seek to understand the ontic condition of brands through investigation of Movimento a leading Brazilian beachwear brand to discover "who" Movimento is based on the characteristics that constitute its personality in the vision consumers. Instead of working with measurement scales, the authors examine the ontic condition of the brand, beyond the dimensions of the personality traits themselves.
SUMMARY
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