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Fundação Getúlio Vargas (FGV). Escola de Administração de Empresas de São Paulo (EAESP) (Institutional affiliation from the last research proposal) Birthplace: Brazil
Associate Professor at Fucape Business School, teaching in undergraduate, MBA, master's, and doctoral programs. He holds a Ph.D. in Business Administration from Fundação Getulio Vargas (FGV EAESP), specializing in Marketing Strategies, with a period as a visiting scholar at Arizona State University. He holds both bachelor's and master's degrees in Business Administration from the Federal University of Espírito Santo, and a master's in Accounting Sciences from Fucape Business School. Has taught in In-Company and MBA courses at Fundação Getulio Vargas. He brings professional and consulting experience in administration, focusing on marketing analytics, experimental methods, and marketing strategies. Dr. Vitor Azzari conducts scientific research in collaboration with national and international partners, concentrating on marketing strategies, international marketing, consumer behavior, analytics, and marketing resource allocation. Additionally, he serves as Associate Editor of the Brazilian Business Review. (Source: Lattes Curriculum)
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This work aims to investigate consumers choices for domestic and foreign brands in different emerging market business cycles stages. This study is classified as quantitative multimethod research divided in three main phases using primary and secondary data. Firstly, we will apply a self-administrated structured questionnaire with Brazilian consumers to infer consumer perception about the …
In the first part of the project, we estimated an econometric model using secondary and primary data from consumer package goods (CPG) brands. Our findings suggest that perceived brand foreignness is positively related to brands' market share during economic contractions. Now, in the second part of our research, we aim to investigate what drives this relation. Thus, during my interunivers…
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