Maria Carolina Zanette

Research Field: Marketing Strategies

Articles: 

ZANETTE, MARIA CAROLINA; SCARABOTO, DAIANE. "To Spanx or not to Spanx": How Objects that Carry Contradictory Institutional Logics Trigger Identity Conflict for Consumers. Journal of Business Research, v. 1, p. 1, 2019.

ZANETTE, MARIA CAROLINA; BLIKSTEIN, IZIDORO; VISCONTI, LUCA M. Intertextual Virality and Vernacular Repertoires: Internet Memes as Objects Connecting Different Online Worlds. RAE. Revista de Administração de Empresas, v. 59, p. 157-169, 2019.

 ZANETTE, MARIA CAROLINA; PEREIRA ZAMITH BRITO, ELIANE. Fashionable Subjects and Complicity Resistance: Power, Subjectification, and Bounded Resistance in the Context of Plus-size Consumers. Consumption Markets & Culture, v. 22, p. 1-20, 2019.

ZANETTE, MARIA CAROLINA; SCARABOTO, DAIANE. From the Corset to Spanx: Shapewear as a Marketplace Icon. Consumption Markets & Culture, v. 22, p. 183-199, 2018.

VIOTTO, MARINA HENRIQUES; SUTIL, BRUNO; ZANETTE, MARIA CAROLINA. Legitimacy as a Barrier: An Analysis of Brasilian Premium Cocoa and Chocolate Legitimation Process. RAE. Revista de Administração de Empresas, v. 58, p. 267-278, 2018.

ZANETTE, M. C.; LOURENCO, C. E.; BRITO, E. P. Z. O Peso do Varejo, o Peso no Varejo e a Identidade: Uma Análise de Consumidoras Plus Size. RAE - Revista de Administração de Empresas, v. 53, p. 539-550, 2013.

ZANETTE, M. C.; BRITO, E. P. Z.; COUTINHO, M. O. New Influentials: An Exploratory Study on Blogs. Journal of Direct, Data and Digital Marketing Practice, v. 15, p. 36-46, 2013.

Books: 

ZANETTE, M. C. Gestão de Operações no Varejo. 1. ed. São Paulo,: Senac, 2017.

BRITO, E. P. Z.; ZANETTE, M. C.; ABDALLA, C.; FERREIRA, M.; LIMONGI, R.; Rosenthal, B. Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value. 1. ed. Business Expert Press, 2015. 140p .

ZANETTE, M. C. Influência Digital: O Papel dos Novos Influentes no Consumo. 1. ed. Curitiba: Appris, 2015. 149p .