Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct...

Marketing has been criticized for its lack of accountability, which is qualified by a misalignment with strategic objectives. Most of the researches propose that marketing accountability must be reinforced with more performance measures. In this doctoral thesis, we employ a different approach in...