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RESUMONo âmbito do marketing relacional, especialmente das relações cliente-fornecedor, a confiança e o compromisso têm sido alvos de inúmeros estudos de natureza conceptual e empírica. Todavia, esses estudos, regra geral, têm como unidade de análise os clientes e, se nessa perspectiva se conhecem razoavelmente os determinantes da confiança e do compromisso, na perspectiva do fornecedor pouco se sabe sobre o assunto. Por isso, no sentido de colmatar essa lacuna, este estudo visa averiguar se a confiança dos fornecedores nos clientes e o valor relacional influenciam o compromisso, avaliado em termos da continuidade do relacionamento. Assim, com base numa amostra de 192 empresas industriais privadas portuguesas, verificou-se que somente a confiança nos clientes tem um efeito directo no compromisso, explicando 31,5% da sua variação. O valor relacional explica 19,4% da variação da confiança na integridade e fiabilidade dos clientes, pelo que é provável que indiretamente influencie o compromisso.ABSTRACTIn the relationship marketing field, especially on the buyer-seller relationship, the commitment has been object of an impressive body of literature, on both conceptual and empirical way. However, most of it is focused on customer behavior and little attention has been given to the seller perspective about trust and commitment. Based on a sample of 192 private Portuguese companies, this study aims to show the impact of trust and relational value on commitment, evaluated in terms of continuity of the relation. Results show that only trust has a direct effect on commitment, explaining 31,5% of its variance. Relational value explains 19,4% of the variance of trust in the customers’ integrity and reliability , so it can influence commitment in an indirect way.RESUMENEn el ámbito del marketing relacional, especialmente de las relaciones cliente- proveedor, la confianza y el compromiso han sido objeto de numerosos estudios de naturaleza conceptual y empírica. En general en estos estudios, la unidad de análisis son los clientes y si desde esa perspectiva, se conocen razonablemente los determinantes de la confianza y del compromiso, desde la perspectiva del proveedor poco se sabe sobre el tema. Por eso, este estudio tiene el propósito de averiguar si la confianza de los proveedores en los clientes y el valor relacional influyen en el compromiso, evaluado en términos de continuidad de la relación. Así, basado en un muestreo de 192 empresas industriales portuguesas privadas, se verificó que solamente la confianza en los clientes tiene un efecto directo en el compromiso, lo que explica el 31,5% de su variación. El valor relacional explica el 19,4% de la variación de la confianza en la integridad y fiabilidad de los clientes, por lo que es probable que indirectamente influya el compromiso.

Drawing on the dynamic capability perspective, this study examines the impact of green entrepreneurial orientation (GEO) on sustainability performance through green innovation, considering the moderation of ambidexterity. Data were collected through a 26‐item questionnaire administered in two stages to key respondents from the operations and administrative/commercial departments, resulting in 369 valid responses from industrial small and medium‐sized enterprises (SMEs) in 13 Portuguese industrial districts. The findings reveal that GEO positively influences green processes and product innovation. This suggests that companies with this orientation prioritize environmental protection and business growth through green innovation. Consequently, these innovations enhance sustainability performance across the triple bottom line dimensions, highlighting the link between GEO and the mitigation of negative environmental impacts. The study argues that sustainability can drive competitiveness and stresses the need to balance exploration and exploitation to maximize the benefits of GEO on green innovation and sustainability. [ABSTRACT FROM AUTHOR]

The purpose of this investigation is to understand what influences the involvement with vegan products when comparing vegan and non-vegan individuals. This study presents eco-motivated antecedents (ecological motivations, environmental concerns, animal welfare) and personal antecedents (social influence, idealism). Also, the influence of involvement with vegan products on eudemonic and hedonic happiness, purchase intention, and price sensitivity. The impact price sensitivity has on purchase intention is presented. The research uses a structured questionnaire to collect information from two cross-sectional samples, 580 vegans and 517 non-vegans, collected from four vegan groups on Facebook, for a total of 284,900 members. Structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that among vegans, ecological motivations and social influence do not impact involvement with vegan products. Vegans choose this lifestyle mainly due to animal protection, environmental concerns, and ideological views. Regarding non-vegans, idealism does not impact involvement with vegan products, probably due to their moral views, since they do not stop ingesting meat. At the same time, social influence becomes a relevant predictor. A cross-sectional study does not allow inferring causality. The model could be tested by introducing variables like gender, age, personality traits, sensitivity, and religion, which could be pertinent drivers of involvement with vegan products in vegan and non-vegan groups. This investigation compares the impact of personal and eco-motivated determinants, comparing vegans and non-vegans regarding their involvement with vegan products. It also compares how involvement with vegan products predicts consumer behavior patterns among vegans and non-vegans. [ABSTRACT FROM AUTHOR]

This research analyses some of the antecedents and consequences of brand hate and examines the moderating effects of neuroticism and extraversion personality traits on behavioral outcomes. After collecting 375 responses, the data analysis was based on the structural equation modeling. Results show that symbolic incongruity, ideological incompatibility, and perceived value are predictors of brand hate, and that brand hate influences negative word-of-mouth, anti-brand actions and complaining. The relationship between brand hate and behavioral results are reinforced for consumers with high neuroticism traits and, in contrast, are attenuated in consumers with high extraversion traits. This investigation innovates by combining signaling theory and expectancy violation theories to explain the emergence of brand hate and its impacts on brand-related outcomes. It particularly explores the possibility of a curvilinear relationship, where brand hate tends to grow exponentially with the intensity of the signals. [ABSTRACT FROM AUTHOR]

This paper seeks to investigate the impact of ambidexterity (exploration and exploitation) on green product innovation and the success of new products through the effects of sustainability, considering the moderating role of customer pressure. This research proposes a theoretical model that was tested using structural equation modelling (SEM) and a multigroup analysis to understand the moderating role of customer pressure. A 23‐item questionnaire was developed to explore the proposed relationships, applied in two different moments, answered by two other critical respondents from each company. At the end of the second collection moment, 336 valid questionnaires were collected from a sample of industrial SMEs in Portugal. The results show a positive influence of ambidexterity on sustainability and, therefore, on new product success and green product innovation. In addition, green product innovation increases the success of new products due to the growing demand for more sustainable products. Furthermore, the chain of effects between ambidexterity and further product success was strengthened when customer pressure was higher. This study stresses the need to actively manage exploration and exploitation investments to enhance ambidexterity, especially when sustainability and green innovation are the expected outcomes. The originality of this research is related to the contributions of hierarchical dynamic capabilities, combining and balancing exploration and exploitation, to produce successful ambidextrous companies in sustainability and green strategies. [ABSTRACT FROM AUTHOR]

Internal marketing is a concept still little recognized and disseminated, with most of the research on this area of marketing focusing on the service sector and well-consolidated and industrialized markets. This article sheds light on the importance of internal marketing practices by identifying their impact on workers’ proactive behavior and life satisfaction while observing the effects of affective commitment and job satisfaction. The study collected 428 valid questionnaires from Portuguese workers (218 in the private sector and 210 in the public sector) and applied structural equation modeling to test the hypotheses. The results showed how adopting an internal marketing perspective can contribute to successful organizational and human resource management. It was observed that internal marketing practices lead to affective commitment and job satisfaction in both the private and public sectors, although more pronounced in the private sector. Also, the findings pointed out that the workers’ affective commitment leads to adopting proactive behavior and life satisfaction only in the public sector and that job satisfaction leads to proactive behavior and life satisfaction for workers of both the private and public sector. This study contributes to increasing understanding of internal marketing, its applicability, and its importance for workers and organizations. Additionally, comparing the private and public sectors helps understand and show how this practice matches the workers’ expectations. [ABSTRACT FROM AUTHOR]