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José Mauro C. Hernandez

University of São Paulo (USP)

Rua Luciano Gualberto, 315

São Paulo, São Paulo 14800-901

Brazil

  • University of São Paulo (USP)

SCHOLARLY PAPERS

2

DOWNLOADS

165

TOTAL CITATIONS

1

Scholarly Papers (2)

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1.

The Mixed Effects of Participant Diversity and Expressive Freedom in Online Peer-to-Peer Problem Solving Communities

Number of pages: 44 Posted: 14 Feb 2014
Stefânia Almeida, Utpal M. Dholakia, José Mauro C. Hernandez and José Afonso Mazzon
Pontificia Universidade Catolica do Rio Grande do Sul (PUCRS), Rice University - Jesse H. Jones Graduate School of Business, University of São Paulo (USP) and University of São Paulo (USP)
Downloads 142 (518,102)
Citation 1

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Service support; Online community; Peer-to-peer problem solving community; Knowledge management; Social identity; Freedom of expression; Customer education.

2.

The Importance of Advertising Skepticism for Brand Extension Appeals

Psychology & Marketing, volume 36, issue 7, 2019[10.1002/mar.21205]
Number of pages: 47 Posted: 20 Apr 2026
Scott Wright, José Mauro C. Hernandez and Felipe M. Affonso
Providence College, University of São Paulo (USP) and Oklahoma State University - Stillwater - Department of Marketing
Downloads 23 (1,518,554)

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advertising, consumer skepticism, brand extension similarity, advertising skepticism, persuasion, brand transfer, affect transfer