114 results on '"Bairrada, Cristela"'
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2. Gamification in marketing: Insights on current and future research directions based on a bibliometric and theories, contexts, characteristics and methodologies analysis
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Santos, Patrícia Marques, Dias, Joana Matos, and Bairrada, Cristela Maia
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- 2024
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3. The Influence of Consumer Optimism and Pessimism on Purchasing Intention of Eco-Friendly Clothing by Generation Z: Model Proposal
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Antunes, Sofia, Garrido, Susana, Bairrada, Cristela, de Oliveira Matias, João Carlos, editor, Oliveira Pimentel, Carina Maria, editor, Gonçalves dos Reis, João Carlos, editor, Costa Martins das Dores, Joana Maria, editor, and Santos, Gilberto, editor
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- 2023
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4. Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals
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Van-Dúnem, Telma, Coelho, Arnaldo, and Bairrada, Cristela Maia
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- 2023
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5. The Influence of Consumer Optimism and Pessimism on Purchasing Intention of Eco-Friendly Clothing by Generation Z: Model Proposal
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Antunes, Sofia, primary, Garrido, Susana, additional, and Bairrada, Cristela, additional
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- 2023
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6. Personal values and impulse buying: The mediating role of hedonic shopping motivations
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Coelho, Filipe, Aniceto, Inês, Bairrada, Cristela Maia, and Silva, Pedro
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- 2023
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7. How can internal marketing practices help achieve organizational success?/Como as praticas de marketing interno podem ajudar a alcancar o sucesso organizacional?/?Como las practicas de marketing interno pueden ayudar a lograr el exito organizacional?
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Santiago, Mafalda Maria Pinto Farrim Fernandes, Coelho, Arnaldo, and Bairrada, Cristela Maia
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- 2023
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8. Determinants and consequences of brand credibility: a case study in the pharmaceutical industry
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Maia Bairrada, Cristela, Fontes da Costa, João, Santos, Rui Manuel, and Coelho, Arnaldo
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- 2021
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9. Let’s Be Vegan? Antecedents and Consequences of Involvement with Vegan Products: Vegan vs. Non-Vegan
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Miguel, Isabel, primary, Coelho, Arnaldo, additional, and Bairrada, Cristela, additional
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- 2023
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10. How Harmful Brand Hate Can Be: The Moderating Role of Neuroticism and Extraversion
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Dos Santos, Patrícia Marques, primary, Bairrada, Cristela Maia, additional, and De Matos Coelho, Arnaldo Fernandes, additional
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- 2023
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11. Brand communities’ relational outcomes, through brand love
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Coelho, Arnaldo, Bairrada, Cristela, and Peres, Filipa
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- 2019
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12. The impact of brand personality on consumer behavior: the role of brand love
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Bairrada, Cristela Maia, Coelho, Arnaldo, and Lizanets, Viktoriya
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- 2019
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13. Attitudes toward Ethical Consumption in Clothing: Comparing Peruvian and Portuguese Consumers.
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Bairrada, Cristela Maia, Coelho, Arnaldo Fernandes de Matos, and Moreira, Jacinta Raquel Miguel
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CONSUMER ethics , *MORAL attitudes , *CONSUMERS , *STRUCTURAL equation modeling , *LIFE satisfaction - Abstract
The aim of this study is to examine the personal factors that influence attitudes toward ethical consumption and its effects on life satisfaction, attitudes toward ecological clothing, and buying intentions, using a comparison of two different contexts: Portugal and Peru. A total of 520 valid questionnaires were collected. Structural equation modeling was employed to test the hypotheses. The findings indicate that idealism and pro-environmental beliefs have a positive effect on attitudes toward ethical consumption. Additionally, attitudes toward ethical consumption are positively associated with life satisfaction and attitudes toward ecological clothing, which can predict buying intentions. This research provides further insight into the attitude-intention gap, by highlighting the dual role of attitudes - combining ethical attitudes with attitudes toward ecological clothing - in two understudied contexts It is noteworthy that this study offers a novel approach to understanding consumer motivation toward ethical consumption and its impact on life satisfaction. [ABSTRACT FROM AUTHOR]
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- 2024
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14. Let's Be Vegan? Antecedents and Consequences of Involvement with Vegan Products: Vegan vs. Non-Vegan.
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Miguel, Isabel, Coelho, Arnaldo, and Bairrada, Cristela
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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]
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- 2024
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15. Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities
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Bairrada, Cristela Maia, Coelho, Filipe, and Coelho, Arnaldo
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- 2018
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16. Attitudes toward Ethical Consumption in Clothing: Comparing Peruvian and Portuguese Consumers
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Bairrada, Cristela Maia, primary, Coelho, Arnaldo Fernandes de Matos, additional, and Moreira, Jacinta Raquel Miguel, additional
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- 2023
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17. Antecedents and Consequents of the Anchoring Effect in Store Brand vs. National Brand Context: An Abstract
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da Rosa, Fabrício Cruz, Coelho, Arnaldo, Bairrada, Cristela Maia, Louisiana Tech University, Rossi, Patricia, editor, and Krey, Nina, editor
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- 2019
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18. How Harmful Brand Hate Can Be: The Moderating Role of Neuroticism and Extraversion.
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Marquesdos Santos, Patrícia, Marques Bairrada, Cristela Maia, and Fernandes de Matos Coelho, Arnaldo
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EXTRAVERSION ,NEUROTICISM ,EXPECTANCY theories ,STRUCTURAL equation modeling ,PERSONALITY ,BRAND name products - Abstract
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]
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- 2023
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19. How can internal marketing practices help achieve organizational success?
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Pinto Farrim Fernandes Santiago, Mafalda Maria, Coelho, Arnaldo, and Maia Bairrada, Cristela
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INTERNAL marketing ,ORGANIZATIONAL structure ,JOB satisfaction ,STRUCTURAL equation modeling ,PRIVATE sector - Abstract
Copyright of RAP: Revista Brasileira de Administração Pública is the property of RAP: Revista Brasileira de Administracao Publica and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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- 2023
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20. Consequências do envolvimento com o Facebook das marcas
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Bairrada, Cristela Maia, Nunes, Carmina, Coelho, Filipe, and Vieira, Leonardo
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Valor global da marca ,Lealdade à marca ,Passa-palavra ,Amor à marca ,Marketing de conteúdo - Abstract
Tendo como foco principal o conteúdo presente no Facebook das marcas, esta investigação tem como objetivo principal estudar qual o impacto do Consumers' Engagement with Social media Brand-related Content (CESBC) no valor global da marca, amor a marca, lealdade a marca e no passa-palavra produzido no mundo online. Numa fase seguinte, este estudo tem também como objetivo verificar, de uma forma mais detalhada, qual o impacto das 3 dimensões que constituem o CESBC (Consumo, Contribuição e Criação) nos 4 consequentes anteriormente referidos. Para a realização deste trabalho de investigação desenvolveu-se um questionário online que contou com a participação de 221 respondentes. A analise dos dados, realizada tendo por base o Modelo das Equações Estruturais, concluiu que o CESBC tem um impacto positivo no valor global da marca, amor a marca, lealdade a marca e no passa-palavra. Considerando as 3 dimensões que constituem o CESBC, concluiu-se ainda que as marcas terão de ter uma especial atenção aos aspetos relacionados especificamente com a dimensão consumo. Este estudo evidencia a importância do conteudo gerado nas redes sociais das marcas e aprofunda o conhecimento das consequências do CESBC. Perante estas conclusões as marcas poderão definir estratégias que melhorem, através do Facebook, o seu relacionamento com os consumidores., ICIEMC Proceedings, n.º 1 (2020): Proceedings of the 4th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, November 12-13, 2020
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- 2021
21. Ethical relationship marketing is needed
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Nunes, Carmina S. and Bairrada, Cristela Maia
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Ethics ,Loyalty ,Customer satisfaction ,Customer retention - Abstract
The purpose of this paper is to explore the main concepts related to Relationship Marketing (RM), such as loyalty, customer value, customer retention, and customer satisfaction and strategy continuum. A literature review is used to characterize these elements, to establish a link between them and to reinforce the role that ethics generally plays. Overall, RM aims to study marketing through the networks and its interaction. A transition to RM was required to create new value for customers and to share it. It is important also to recognize the significance that customers have as purchasers and in describing the value they wish to reach. The ethics related to RM is part of the commercial process as it requires mutual respect to retain the customer, a long-term view to keep him satisfied, a win-win strategy to create long term value, and the recognition of the customer as a partner and co-founder of value. Applying ethics may be a deferential and a key factor in developing strategies and be nearer to the customers’ needs to create value. This study highlights how the application in an ethical way of RM concepts may contribute to a successful implementation that requires various perspectives to its approach., ICIEMC Proceedings, n.º 1 (2020): Proceedings of the 4th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, November 12-13, 2020
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- 2021
22. Sustainability and Tourism Marketing: A Bibliometric Analysis of Publications between 1997 and 2020 Using VOSviewer Software
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Cavalcante, William Quezado de F., primary, Coelho, Arnaldo, additional, and Bairrada, Cristela Maia, additional
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- 2021
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23. Country of origin image: Portuguese and Italian shoes in China
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Bairrada, Cristela, primary, Silva, Guilherme, additional, and Coelho, Arnaldo, additional
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- 2021
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24. Modelling Attitude towards Consumption of Vegan Products
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Miguel, Isabel, primary, Coelho, Arnaldo, additional, and Bairrada, Cristela Maia, additional
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- 2020
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25. Determinantes da lealdade online em sites de alojamento: um estudo comparativo do comportamento do consumidor português e brasileiro
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De Aguiar, Pâmela Mossmann, primary, Bairrada, Cristela Maia, additional, and Coelho, Arnaldo Fernandes Matos, additional
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- 2020
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26. The Drivers of the City Brand Equity Comparing Citizens' and Tourists' Perceptions and Its Influence on the City Attractiveness: The Case of the City of Coimbra.
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Coelho, Arnaldo, Bairrada, Cristela, Simão, Lidia, and Barbosa, Cátia
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BRAND equity , *SMART cities , *TOURISTS , *CITIZENS , *MARKETING strategy - Abstract
Based on the perceptions of the citizens and tourists of the city of Coimbra, the main objective of this study is to analyze some drivers and consequences of the City Brand Equity (BE). This investigation is based on data collected from 202 citizens and 200 tourists. Results show that image, identity, attachment and satisfaction are the BE main drivers, and optimal distinctiveness showed its influence only for tourists. BE seems to impact WOM, commitment (citizens) and intention to return (tourists). This investigation innovates comparing these two samples of stakeholders and testing an adapted measure of BE, considering its effect in transferring the results from the marketing strategy to the desired outcomes that contribute to the city attractiveness. [ABSTRACT FROM AUTHOR]
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- 2022
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27. The Drivers of the City Brand Equity Comparing Citizens’ and Tourists’ Perceptions and Its Influence on the City Attractiveness: The Case of the City of Coimbra
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Coelho, Arnaldo, primary, Bairrada, Cristela, additional, Simão, Lidia, additional, and Barbosa, Cátia, additional
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- 2020
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28. Editorial
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Bairrada, Cristela Maia, primary, Coelho, Arnaldo Fernandes Matos, additional, and Weersma, Laodicéia Amorim, additional
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- 2019
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29. BRAND SENSUALITY & BRAND AFFECT: OS SEUS ANTECEDENTES E CONSEQUENTES
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Nunes, Carlos Daniel Vaz, primary, Coelho, Arnaldo, additional, and Bairrada, Cristela Maia, additional
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- 2019
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30. Functional brand qualities and perceived value: The mediating role of brand experience and brand personality
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Coelho, Filipe J. F., primary, Bairrada, Cristela M., additional, and Matos Coelho, Arnaldo F., additional
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- 2019
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31. INTERNATIONAL TOURIST'S PERCEPTION OF THE DESTINATION IMAGE: A STUDY APPLIED TO LUANDA, ANGOLA.
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VAN-DUNEM, Telma, COELHO, Arnaldo, and BAIRRADA, Cristela
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SENSORY perception ,EMOTIONS ,STRUCTURAL equation modeling ,DIAGNOSTIC imaging ,QUALITY of service ,TOURIST attractions - Abstract
This investigation aims to study the perception of "foreign" tourists regarding the destination image of Luanda, thus evaluating the impact of place identity, optimal distinctiveness and authenticity on positive and negative emotions and how these emotions can influence satisfaction, affective attachment and the intention to revisit. For the analysis of statistical data, the Structural Equation Model was used. Results were based on a sample of 252 tourists. This research showed that place identity influences positive and negative emotions, while optimal distinctiveness and authenticity only impact the positive emotions of the tourist. It was further evidenced that positive and negative emotions have a positive influence on satisfaction, but only positive emotions have an impact on affective attachment and intention to revisit. This investigation shows how positive and negative emotions may link the tourists' perceptions when visiting Luanda to the relationship they want to maintain with the city and to their willingness to return. [ABSTRACT FROM AUTHOR]
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- 2021
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32. Antecedents and outcomes of a City’s Global Image: the impact of a tourist staple
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Bairrada, Cristela, primary, Vieira, Maria, additional, and Costa, João, additional
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- 2019
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33. A Marca (In)visível, Impactos das Perceções do Consumidor no Mercado Low-Cost de Vestuário: O caso Primark
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João Fontes_da_Costa, Bairrada, Cristela, and Oliveira, Nuno
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Lealdade à Marca, Perceção Emocional, Perceção Social, Intenção de Compra - Published
- 2017
34. O Impacto dos Sentidos na Atitude face à Marca: Um estudo do grupo Inditex
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Pereira, Marisa Costa, Coelho, Arnaldo Fernandes de Matos, and Bairrada, Cristela
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marketing sensorial, atitude, Inditex - Published
- 2016
35. Functional brand qualities and perceived value: The mediating role of brand experience and brand personality.
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Coelho, Filipe J. F., Bairrada, Cristela M., and Matos Coelho, Arnaldo F.
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BRANDING (Marketing) ,CONSUMER attitudes ,VALUE (Economics) ,PRODUCT quality ,BRAND personification - Abstract
Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management. [ABSTRACT FROM AUTHOR]
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- 2020
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36. O VINHO DO PORTO: AUTENTICIDADE DE MARCA COMO PROMOTORA DO BRAND EQUITY
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Valins, Ricardo, primary, Coelho, Arnaldo, additional, and Bairrada, Cristela Maia, additional
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- 2017
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37. BRAND SENSUALITY & BRAND AFFECT: OS SEUS ANTECEDENTES E CONSEQUENTES.
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Vaz Nunes, Carlos Daniel, Coelho, Arnaldo, and Maia Bairrada, Cristela
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STRUCTURAL equation modeling ,MARKETING research ,RESEARCH & development ,BRANDING (Marketing) ,CONCEPTUAL models - Abstract
Copyright of Journal of Management Analysis / Revista Gestão em Análise is the property of Revista Gestao em Analise and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2019
- Full Text
- View/download PDF
38. BRAND EQUITY: COMPORTAMENTO DO CONSUMIDOR PERANTE AS MARCAS DA DISTRIBUIÇÃO
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Sousa, Daniela Alexandra da Costa, primary, Coelho, Arnaldo, additional, and Bairrada, Cristela Maia, additional
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- 2016
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39. BRAND EQUITY: COMPORTAMENTO DO CONSUMIDOR PERANTE AS MARCAS DA DISTRIBUIÇÃO.
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da Costa Sousa, Daniela Alexandra, Coelho, Arnaldo, and Bairrada, Cristela Maia
- Abstract
Copyright of Journal of Management Analysis / Revista Gestão em Análise is the property of Revista Gestao em Analise and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2016
- Full Text
- View/download PDF
40. EDITORIAL.
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Maia Bairrada, Cristela, Matos Coelho, Arnaldo Fernandes, and Amorim Weersma, Laodicéia
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- 2019
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41. Modelling Attitude towards Consumption of Vegan Products.
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Miguel, Isabel, Coelho, Arnaldo, and Bairrada, Cristela Maia
- Abstract
This study proposes to understand the impact of personal (health awareness and social influence) and moral (environmental concerns and animal welfare) antecedents on attitudes towards veganism and their effects on engagement with vegan products, along with their impact on purchase intention and word of mouth. Idealism is presented as a moderator of these proposed relationships. The study uses a structured questionnaire to gather data from two cross-sectional samples of 224 Portuguese and 356 Brazilian vegans collected from Facebook groups of vegans. Structural equation modelling is used to test the seven proposed hypotheses and the moderation effects. This research compares the influence of personal and moral determinants on veganism using idealism as a specific context to investigate their relationships, comparing Brazilian and Portuguese respondents and the effects of national cultures. Results show that attitudes towards veganism do not depend on personal causes, but rather on moral concerns. Motivations to reduce animal consumption, protect nature, and respect animal life seem to be guided by ethical principles. [ABSTRACT FROM AUTHOR]
- Published
- 2021
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42. Determinantes e Consequências da Satisfação e Lealdade Online: Um estudo sobre marcas de nutrição desportiva
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Bairrada, Cristela Maia, João Fontes_da_Costa, and Araújo, Maria Carolina
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lealdade online ,satisfação online ,antecedentes ,consequências ,marcas de nutrição desportiva
43. Determinantes e consequências do amor pela marca: um estudo empírico
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Bairrada, Cristela Maia, Coelho, Filipe, and Coelho, Arnaldo
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consequências ,antecedentes ,brand ,amor ,relationship ,marca ,relacionamento ,love - Abstract
Tese de doutoramento em Gestão de Empresas, na especialidade de Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra Sendo o amor visto como algo de único e especial, o estudo deste sentimento desde cedo se tornou um tópico central em diversos campos das ciências sociais. Os consumidores também desenvolvem relações de amor com as marcas. Daqui resulta a importância de clarificar o que leva os consumidores a desenvolverem relações tão próximas e especiais com uma marca. Neste contexto, é objetivo deste trabalho contribuir para a compreensão dos aspetos que levam os consumidores a desenvolverem relações de amor com uma marca, o que dará importantes diretrizes para a gestão de marcas. Para identificar os antecedentes do amor pela marca, recorreu-se a duas perspetivas distintas do comportamento do consumidor: o modelo de processamento da informação e o modelo da abordagem experiencial. Desta forma, ao lado de tradicionais atributos funcionais, nomeadamente qualidade percecionada e inovação da marca, considerámos também no nosso modelo conceptual, aspetos das marcas com uma natureza mais simbólica, incluindo credibilidade, intimidade, originalidade e prestígio da marca. Também foi tido em conta o valor percecionado como sendo um atributo das marcas que envolve, em simultâneo quer atributos funcionais como simbólicos. De forma a verificar a universalidade das consequências do amor pela marca identificadas em estudos prévios, este trabalho investigou três comportamentos: lealdade, passa-a-palavra positivo e predisposição em pagar mais para possuir a marca. Os resultados deste estudo, baseado em duas amostras (484 residentes em Portugal e 534 alunos do ensino superior), fornecem inúmeras relações inovadoras, evidenciando-se a importância do valor percecionado, do prestígio, da originalidade, da qualidade percecionada, da inovação da marca, da credibilidade e da intimidade enquanto antecedentes do amor pela marca, de forma direta e/ou indireta. Este trabalho de investigação determinou também o forte impacto do amor pela marca na lealdade, passa-a-palavra positivo e disponibilidade em pagar mais, o que reforça os resultados dos escassos estudos prévios. Estas conclusões fornecem um conjunto de orientações que as empresas devem ter em conta na definição das suas estratégias de branding, reforçando a importância de trabalharem para além das características funcionais e racionais das marcas também aspetos emocionais e simbólicos. A combinação destes dois fatores irá fortalecer os laços estabelecidos entre as marcas e os seus consumidores, o que será benéfico para ambas as partes. As love is seen as something unique and special, the study of this emotion became a central topic in various fields of the social sciences early on. Consumers also develop loving relationships concerning brands. Hence the importance of clarifying what leads consumers to develop close and special relationships with a brand. In this context, the aim of this study is to contribute to a better understanding of the aspects that lead consumers to develop a loving relationship with a brand, thus providing valuable insights for brand management. To identify the determinants of brand love, two different perspectives of consumer behaviour were used: the information processing model and the experiential approach. Thus, together with traditional functional attributes, including perceived quality and brand innovation, more symbolic aspects of brands such as credibility, intimacy, originality and brand prestige have also been considered in our conceptual model. Perceived value is also considered as a brand attribute that involves both functional and symbolic attributes. In order to investigate the extent to which the consequences of brand love identified in previous research are universal, we considered three behaviours: loyalty, positive word of mouth and willingness to pay a premium price. The results of this study, based on two samples (484 residents in Portugal and 534 higher education students), reveal several novel relationships, namely the importance of perceived value, prestige, originality, perceived quality, brand innovation, credibility and intimacy as determinants of the love for a brand, either directly or indirectly. This research also determined the significant impact of brand love on loyalty, word of mouth and willingness to pay a premium price, which reinforces the results of the scarce previous studies. These findings provide a set of guidelines that companies should take into account when defining their branding strategies and emphasise the importance of working beyond the functional and rational characteristics of brands, considering as well emotional and symbolic aspects. The combination of these two factors will strengthen the links established between brands and their consumers, which will be beneficial for both sides.
44. The importance of Green Marketing for organizations
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Marques, Tomás Ferreira and Bairrada, Cristela Maia
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Paper ,Green Marketing ,The Navigator Company ,Sustentabilidade ,Internship ,Estágio ,Papel ,Marketing Verde - Abstract
Relatório de Estágio do Mestrado em Marketing apresentado à Faculdade de Economia Entidade de Acolhimento: O presente relatório de estágio tem como objetivo apresentar o conceito de Marketing Verde, bem como relatar todas as atividades desenvolvidos no âmbito de um estágio realizado na The Navigator Company. Esta organização é responsável pela produção de pasta de papel e papéis de escritório, gráfico, embalagem e tissue.Objetivos do Estágio: O estágio curricular teve lugar nas instalações fabris da The Navigator Company, na Figueira da Foz, e decorreu entre o dia 1 de outubro de 2021 e o dia 16 de fevereiro de 2022. O estágio teve como objetivos principais: identificar os atributos mais relevantes para o consumidor aquando da compra de papel de escritório e papel para embalagem; analisar a predisposição que o consumidor tem para pagar por este tipo de produtos; entender e mapear a oferta dos principais concorrentes, em especial na área do papel de embalagem e apoiar as atividades do dia-a-dia da equipa de marketing.Contribuição Teórica: Dada a génese da organização e as principais atividades realizadas ao longo do estágio, o enquadramento teórico teve como tema principal o Marketing Verde. Dentro deste tema foram abordados aspetos como a evolução do conceito, a presença do Marketing Verde no Marketing Mix, as consequências da prática de atividades ligadas ao mesmo e também o conceito de greenwashing.Contribuição Prática: Indo ao encontro do tema explorado, as principais contribuições práticas passaram pela pesquisa e mapeamento de informação no setor do papel de embalagem ou packaging em papel, dada a sua relevância ecológica em comparação com embalagens feitas noutros materiais, como o plástico. Foi ainda dado destaque a todas as outras atividades realizadas durante o período de estágio.Análise Crítica/Conclusões: As tarefas e objetivos propostos pelo orientador de estágio na organização foram cumpridos na sua totalidade. Foram, ainda, partilhadas com a equipa de marketing, permitindo, deste modo, auxiliar as mais diversas tarefas do departamento. Host Entity: Regarding the graduation in the Marketing Master’s Degree in the Faculty of Economics at University of Coimbra, the following report has the main goal of discussing what is green marketing and how it is operated by companies, as well as the full description of all the activities done during the internship at The Navigator Company. The main business of the company is the production of pulp and paper (office, offset, packaging and tissue).Internship Goals: The internship took place at the company’s paper mill in Figueira da Foz, between October 1st of 2021 and February 16th of 2022. The main goals of the internship were: Identify the most relevant attributes and certifications that the consumer values in office paper and paper packaging; Analyze the consumer’s willingness to pay for such products, mainly paper packaging; Learn who are the main competitors of The Navigator Company and their offer; Support the marketing team with daily tasks; Etc.Theorical Contribution: Due to The Navigator Company’s DNA and all the activities done, the main theme of this report is Green Marketing. Inside this main theme it is brought to light the evolution of the concept, Green Marketing inside the Marketing Mix, the most relevant consequences of it, and greenwashing. Practical Contribution: The main contributions when it comes to practical terms were mapping and researching information regarding the paper packaging sector due to its ecological relevance when compared to other types of packaging materials, such as plastic. Main Conclusions: All the activities proposed by the supervisor were concluded successfully and were shared with the entire marketing team in order to support their work and market research.
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- 2022
45. Determinants of success in new product development: The COFICAB case
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Quinaz, Frederico Pina Marques Dias and Bairrada, Cristela Maia
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Modelo Stage-Gate ,Desenvolvimento de novos produtos ,COFICAB ,New Product Development ,Inovação ,Innovation ,Stage-Gate model - Abstract
Trabalho de Projeto do Mestrado em Gestão apresentado à Faculdade de Economia Com a crescente competitividade do mercado global, uma estratégia de produto ancorada na inovação catalisa as vendas da organização, através do aumento da procura e do aumento da quota de mercado. O presente Trabalho de Projeto teve como objetivo a aplicação prática dos determinantes do sucesso no desenvolvimento de novos produtos. A empresa que serviu de base para todo este projeto foi a COFICAB, grupo líder global na produção e comercialização de cablagem automóvel. O Trabalho desenvolvido utilizou como base o modelo Stage-Gate, um método sequencial muito utilizado aquando do desenvolvimento de novos produtos que é constituído por 6 etapas: Geração de ideias, Scoping, Construção do caso de negócio, Desenvolvimento, Testagem e Validação, Lançamento e Revisão pós-lançamento. Mais especificamente, o modelo Stage-Gate foi usado no desenvolvimento de um cabo inovador no mercado, cuja etapa de lançamento é estudada extensivamente através da elaboração de um Plano de Marketing para o novo produto. A integração deste modelo de inovação foi fundamental para organizar a Revisão da Literatura e organizar o guião para as entrevistas realizadas à equipa de Investigação e Desenvolvimento da COFICAB. Este Trabalho de Projeto, que teve uma forte contribuição prática, assentou na multidisciplinaridade, nas áreas de Gestão, Marketing, Engenharia, Vendas e Design, para promover o desenvolvimento de produtos mais funcionais, em tempo reduzido, com custos mais baixos, e com maior notoriedade no mercado, aumentando o sucesso inovativo e comercial do Grupo COFICAB. With the increasing competitiveness of the global market, a product strategy anchored on innovation boosts the organization's sales by generating demand and increasing market space. The present Project is aimed at the practical application of the determinants of success in new product development. The company that served as the basis for this project was COFICAB, the leading global automotive wire manufacturing, and commercialization group. The implementation of the success factors is condensed into the creation of a New Product Development model, which is cemented on the driving principles of innovative success, to perfect the product and maximize its commercial achievement. The work developed is based on the Stage-Gate model, a reputable and reliable sequential method, used in successful new product development cases. The model consists of 6 stages: Idea Generation, Scoping, Building the Business Case, Development, Testing and Validation, Launch, and Post-launch review. Particularly, the Stage-Gate model was used in the development of an innovative new cable in the market, whose launching stage is studied extensively through the conception of a Marketing Plan for the new product. The integration of the innovation model is justified and grounded on Literature Review and in-depth interviews with the Research, Development, and Innovation team of COFICAB. This Project, which had a strong practical contribution, relied on multi-disciplinarity work in the areas of Management, Marketing, Engineering, Sales, and Design to develop more functional products, within shorter time frames, at lower costs, and with more market notoriety, increasing the potential innovative and commercial success of COFICAB.
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- 2022
46. The Online Shopping Cart Abandonment Predecessors: The Role o Affects
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Marante, Tânia Pires, Bairrada, Cristela Maia, and Coelho, Filipe Jorge Fernandes
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abandono do carro de compras online ,procrastinação decisional ,decisional procrastination ,afeto negativo ,negative affect ,online shopping cart abandonment ,positive affect ,afeto positivo - Abstract
Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia Objetivo: Este trabalho de investigação tem como objetivo central estudar os antecedentes do online shopping cart abandonment. Desta forma, será estudado o efeito dos afeto (positivo e negativo) no online shopping cart abandonment e na procrastinação decisional. Também irá ser estudo qual o impacto que a procrastinação decisional tem no online shopping cart abandonment bem como qual o efeito mediador da procrastinação decisional na ligação entre o afeto e o online shopping cart abandonment.Design/metodologia/abordagem: A metodologia adotada para alcançar o objetivo do estudo foi o inquérito online, aplicado a uma amostra de 311 inquiridos. A base de dados resultante foi analisada com recurso aos softwares estatísticos SPSS e IBM SPSS AMOS, tendo por base o Modelo das Equações estruturais.Resultados: Os resultados obtidos indicam que o afeto positivo se encontra positivamente relacionado com online shopping cart abandonment. No entanto, esta dimensão do afeto apresenta uma relação negativa com a procrastinação decisional. Nos resultados do afeto negativo com o online shopping cart abandonment, estava previsto ser uma relação positiva, mas os resultados não obtiveram significância estatística. Na relação com a procrastinação decisional, os resultados indicam uma relação positiva. Finalmente, verificou-se ainda uma relação positiva entre a procrastinação decisional e online shopping cart abandonment (OSCA). No que diz respeito aos efeitos mediadores verificou-se que o afeto positivo tem, via procrastinação decisional, um efeito indireto e negativo no OSCA e que o afeto negativo tem, via procrastinação decisional, um efeito indireto e positivo no OSCA.Limitações/recomendações para pesquisas futuras: A presente investigação ajuda aos investigadores a progredir em direção a uma compreensão mais completa e profunda sobre OSCA. Contudo, pelas limitações da amostra, e por ser a primeira vez que se testam algumas variáveis como antecedentes, não foi possível efetuar uma análise comparativa de resultados obtidos com outros estudos. Recomenda-se a replicação da pesquisa sob diferentes condições para obter um enquadramento do fenómeno mais abrangente.Originalidade/Valor: O presente estudo inovou, não só por examinar de que forma o afeto positivo e negativo afetam a problemática, como também por considerar o efeitomediador da procrastinação decisional entre o afeto e a variável dependente, online shopping cart abandonment. Purpose: This research work aims to study the antecedents of online shopping cart abandonment. Thus, the effect of affect (positive and negative) on online shopping cart abandonment and decisional procrastination will be studied. We will also study the impact that decisional procrastination has on online shopping cart abandonment and the mediating effect of decisional procrastination in the link between affect and online shopping cart abandonment.Design/methodology/approach: The adopted methodology to achieve the study's objective was the online survey, applied to a sample of 311 respondents. The database resulting from this collection was analyzed using the statistical software SPSS and IBM SPSS AMOS, based on the Structural Equation Model.Findings: The results obtained register that positive affect is associated positively with online shopping cart abandonment. However, this dimension of affect has a negative relationship with decisional procrastination. The negative affect with online shopping cart abandonment predicted a positive association, but the results were not statistically significant. In the association with decisional procrastination, the results indicate a positive association. Finally, the results of decisional procrastination and online shopping cart abandonment (OSCA) found a positive association. Regarding the mediating effects, positive affect has, via decisional procrastination, an indirect and negative effect on OSCA, and negative affect has, via decisional procrastination, an indirect and positive effect on OSCA.Research limitations/ recommendations for future research: The present research helps researchers to progress towards a more complete and deeper understanding of OSCA. However, due to the sample limitations, and since this is the first time testing some variables as antecedents, it is impossible to perform a comparative analysis of results obtained with other studies. We recommend replicating the research under different conditions to obtain a more comprehensive framework of the phenomenon.Originality/value: The present study innovated not only by examining how positive and negative affect impact the predicament but also by considering the mediating effect of decisional procrastination between affect and the dependent variable, online shopping cart abandonment.
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- 2021
47. Antecedents and Consequences of Stress in Services
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Martins, Helder Miguel da Silva and Bairrada, Cristela Maia
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Orientação para a venda ,Orientação para o consumidor ,Service stress ,Stress nos serviços ,Wellbeing ,Sales Orientation ,Brand hate ,Customer Orientation ,Ódio à marca ,Bem-estar - Abstract
Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia Objetivo: o objetivo principal deste trabalho científico consiste na investigação de alguns antecedentes do stress nos serviços e, por conseguinte, nos consequentes desse mesmo stress. Mais concretamente, este trabalho de investigação pretendeu estudar qual o impacto da orientação para o cliente e da orientação para a venda no stress nos serviços e qual o impacto desse stress no bem-estar e no ódio à marca. Metodologia/abordagem: Para se atingirem os objetivos propostos, foi desenhado um modelo conceptual com 8 hipóteses de investigação que foram testadas após um estudo quantitativo. Este estudo quantitativo resumiu-se num questionário, onde foram inquiridos 287 indivíduos, dos quais apenas 197 foram validados para fazerem parte da amostra final. O presente estudo teve por base o Modelo das Equações Estruturais.Resultados: Das 8 hipóteses avançadas inicialmente na revisão de literatura, metade foram corroboradas, na medida que foram as únicas que preencheram os requisitos estatísticos, para serem consideradas de boas hipóteses. Através das 4 hipóteses que foram corroboradas concluiu-se que a orientação para as vendas tem um impacto positivo no stress nos serviços e no ódio à marca e que o stress nos serviços tem impacto positivo no ódio e no bem-estar. Salienta-se o facto de que o resultado desta última relação, ser contrário ao inicialmente previsto.Limitações e futuras linhas de investigação: Como limitação pode-se afirmar que esta investigação apresenta uma amostra reduzida, pelo que se levanta a questão se os resultados são extensíveis à população. Como linhas de investigação futura, sugere-se uma melhoria da amostra, quer em quantidade, quer em qualidade e a sugestão de uma possível investigação sobre o impacto da personalidade humana no stress, nos serviços. Contribuições práticas: Ao nível prático, este trabalho de investigação alerta os gestores de marketing para os problemas que podem emergir caso optem por estratégias de marketing agressivas, centradas apenas na orientação para as vendas.Originalidade: Os temas de sentimentos negativos são cada vez mais retratados na literatura. No entanto, a questão do stress nos serviços e como afeta o bem-estar ou o ódio dos consumidores é algo que ainda não foi explorado. Objective: The main objective of this scientific work is to investigate some antecedents of stress in services and, therefore, the consequences of this same stress. More specifically, this research work aimed to study the impact of customer orientation and sales orientation on service stress and what is the impact of that stress on well-being and hatred of the brand.Methodology/approach: to achieve the proposed objectives, a conceptual model was designed with 8 research hypotheses that were tested after a quantitative study. This quantitative study was summarized in a questionnaire, where 287 individuals were asked, of which only 197 were validated to be part of the final sample. The present study was based on the Structural Equation Model.Results: Of the 8 hypotheses initially advanced in the literature review, half were corroborated, as they were the only ones that met the statistical requirements to be considered good hypotheses. Through the 4 hypotheses that were corroborated, it was concluded that sales orientation has a positive impact on service stress and brand hatred and that service stress has a positive impact on hatred and well-being. It should be noted that the result of this last relationship is contrary to what was initially expected.Limitations and future lines of investigation: as a limitation, it can be said that this investigation has a small sample, which raises the question of whether the results are extended to the population. As lines of future research, we suggest an improvement in the sample, both in quantity and quality, and the suggestion of a possible investigation into the impact of human personality on stress, in services.Practical contributions: on a practical level, this research work alerts marketing managers to the problems that can arise if they choose aggressive marketing strategies, focusing only on sales orientation.Originality: The themes of negative feelings are increasingly portrayed in the literature. However, the issue of service stress and how it affects consumer well-being or hatred is something that has not yet been explored.
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- 2021
48. Greenwashing and Brand Hate: the Effect of Corporate Hypocrisy and Brand Engagement
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Correia, Ana Rute Gonçalves, Bairrada, Cristela Maia, and Coelho, Filipe Jorge Fernandes
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Corporate Hypocrisy ,Brand Hate ,Hipocrisia Corporativa ,Ódio à Marca ,Greenwashing ,Envolvimento consumidor-marca ,Consumer-brand Engagement - Abstract
Dissertação de Mestrado em Gestão apresentada à Faculdade de Economia Objetivos: A presente investigação tem como objetivo perceber a ligação entre a utilização de uma estratégia de Greenwashing por parte de uma marca e o sentimento de Ódio à Marca. Para este fim, foi analisado o efeito moderador da Hipocrisia Corporativa e o Envolvimento entre o consumidor e a marca, de modo a perceber se tal ligação seria direta ou apenas indireta.Metodologia/abordagem: De forma a obter uma melhor perceção dos temas, optou-se por um estudo quantitativo, recorrendo ao inquérito por questionário. Foram recolhidas 355 respostas, posteriormente analisadas no software IBM SPSS e programa AMOS, com base no Modelo de Equações Estruturais (MEE).Resultados: Os resultados demonstraram uma relação direta positiva entre o Greenwashing e a Hipocrisia Corporativa. Para além disto, comprovou-se que ambas possuem um efeito negativo direto no Envolvimento entre o consumidor e a marca, e que este, por sua vez, encontra-se negativamente associado ao Ódio à Marca. Em suma, concluiu-se que a utilização do Greenwashing influencia indiretamente o Ódio à Marca.Implicações práticas: Os resultados oferecem um conjunto de dados importantes para os gestores das organizações aquando da criação da sua estratégia de marca e posicionamento corporativo. A investigação indica as áreas relevantes a que os gestores devem prestar atenção de forma a evitar consequências negativas para a marca.Originalidade/valor: Este estudo considera, pela primeira vez, a relação entre o Greenwashing e o Ódio à Marca, sendo esta indireta. Demonstra ainda empiricamente que a Hipocrisia Corporativa está negativamente relacionada com o envolvimento entre o consumidor e a marca, direta e indiretamente com o Ódio à Marca.Limitações/Implicações da pesquisa: A investigação explora a Responsabilidade Social Negativa (mais concretamente, o Greenwashing) como um antecedente do Ódio à Marca. Tendo em conta que a investigação se focou no centro de Portugal, considera-se relevante explorar a mesma para todo o território nacional, com uma amostra representativa. Purpose: This research aims to understand the link between the use of a greenwashing strategy by a brand and consumer’s feelings of Brand Hate. To this end, it was analyzed the mediating effect of Corporate Hypocrisy and of Consumer Brand Engagement, in order to understand whether such a connection would be direct or just indirect.Methodology/approach: We relied on a quantitative study and obtained a total of 355 responses. For data analysis we used the IBM SPSS software and AMOS program and for model estimation we relied on the Structural Equation Model (SEM).Results: The results demonstrated a direct positive relationship between Greenwashing and Corporate Hypocrisy. In addition, the results show that they both have a direct negative effect on Consumer Brand Engagement, which is negatively associated with Brand Hate. It was concluded that the use of greenwashing indirectly affects Brand Hate.Practical implications: The results provide important insights for managers regarding the development and implementation of brand strategies and positioning. This investigation shows the relevant areas to which managers should pay attention to, in order to avoid negative consequences for the brand.Originality/value: This study considers, for the first time, the relationship between Greenwashing and Brand Hate, which is indirect. It also empirically demonstrates that Corporate Hypocrisy is negatively related to Consumer Brand Engagement, directly and indirectly with Brand Hate.Limitations/Implications of research: This research explores negative Social Responsibility (focusing on Greenwashing) as an antecedent of Brand Hate. Given that the research focused on the center of Portugal, it is considered relevant to expand it onto the entire national territory with a representative sample.
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- 2021
49. The Impact of Corporate Social Responsibility on Consumer Brand Identification: the mediating effect of brand engagement
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Domingues, Renata Iris Neves, Bairrada, Cristela Maia, and Coelho, Filipe Jorge Fernandes
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Corporate Social Responsibility ,Identificação do Consumidor com a Marca ,Consumer Brand Engagement ,Envolvimento do Consumidor com a Marca ,Responsabilidade Social Corporativa ,Consumer Brand Identification - Abstract
Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia O principal objetivo desta dissertação consiste em investigar o impacto das iniciativas de Responsabilidade Social Corporativa na Identificação do Consumidor com a marca, considerando o efeito mediador do Envolvimento do Consumidor com a Marca. Para explorar os objetivos traçados, desenhou-se um modelo conceptual com 7 hipóteses de investigação. Posteriormente, foi feito um estudo quantitativo através de um questionário, distribuído em formato digital e em papel. Concluída a recolha de dados, foram obtidos 171 inquéritos que foram analisados posteriormente com recurso ao Modelo de Equações Estruturais. Esta dissertação apresentou resultados que demonstram o impacto da Responsabilidade Social Corporativa na Identificação do Consumidor com a Marca, assim como nas três dimensões do Envolvimento do Consumidor com a Marca. Para além disso, os resultados comprovaram a existência de relações entre o Envolvimento cognitivo e comportamental e a Identificação do Consumidor com a Marca. Importa realçar que os resultados desta investigação demonstraram que o Envolvimento exerce um efeito mediador na relação entre a Responsabilidade Social Corporativa e a Identificação do Consumidor com a Marca. O tamanho da amostra deste trabalho académico mostra-se relativamente pequena, pelo que se recomenda uma recolha de dados maior para melhor fiabilidade do modelo. No futuro poderão ser exploradas outros componentes consequentes da RSC. Esta dissertação apresentou algumas orientações para o desenho de algumas estratégias de marketing que incentivam o envolvimento e a identificação com a marca. O presente trabalho traçou, pela primeira vez, uma relação entre a Responsabilidade Social Corporativa e a Identificação do Consumidor com a Marca, colmatando uma das lacunas existentes na literatura. Os estudos sobre o efeito mediador do Envolvimento mostram-se escassos e, como tal esta dissertação contribui para reforçar o papel preponderante do Envolvimento na Identificação do Consumidor com a Marca. The main objective of this dissertation is to investigate the impact of Corporate Social Responsibility initiatives on Consumer Brand Identification, considering the mediating effect of Consumer Brand Engagement. To explore the outlined objectives, a conceptual model with 7 research hypotheses was designed. Subsequently, a quantitative study was carried out through a questionnaire, distributed in digital and paper format. Once data collection was completed, 171 surveys were obtained and further analysed using the Structural Equation Model. This dissertation presented results that demonstrate the impact of Corporate Social Responsibility on Consumer Brand Identification, as well as on the three dimensions of Consumer Brand Engagement. Furthermore, the results proved the existence of relationships between cognitive and behavioural Engagement and Consumer Brand Identification. Importantly, the results of this research showed that Engagement exerts a mediating effect on the relationship between Corporate Social Responsibility and Consumer Brand Identification. The sample size of this academic work is relatively small, so a larger data collection is recommended for a more reliable model. Other consequential components of CSR may be explored in the future. This dissertation presented some guidelines for the design of some marketing strategies that encourage brand engagement and identification. The present work traced, for the first time, a relationship between Corporate Social Responsibility and Consumer Brand Identification, filling one of the existing gaps in the literature. Studies on the mediating effect of Involvement are scarce and, as such, this dissertation contributes to the reinforcement of the preponderant role of Involvement in Consumer Brand Identification.
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- 2021
50. The role of Femvertising in developing strong relationships between consumers and brands
- Author
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Neves, Ana Rita Ramos das and Bairrada, Cristela Maia
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Personality Traits ,Género da Marca ,Brand Gender ,Amor à Marca ,Brand Love ,Traços de Personalidade ,Femvertising - Abstract
Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia Objetivo: Esta investigação procura aprofundar o conceito Femvertising, sendo este um tema ainda relativamente recente. Assim, o objetivo fulcral deste trabalho consiste em analisar se os Traços de Personalidade Humana, mais precisamente o Neuroticismo, Extroversão, Amabilidade, Conscienciosidade e Abertura, têm impacto sobre as atitudes que são geradas ao assistir um anúncio de empoderamento feminino. Por outro lado, este trabalho académico visa analisar se a Atitude face à Femvertising têm influência no Género de Marca (Feminilidade e Masculinidade da Marca) e na criação de Amor à Marca. Finalmente, importa realçar que este estudo pretendeu avaliar se a Feminilidade e Masculinidade da Marca têm impacto sobre o Amor à Marca.Design/metodologia/abordagem: Para abordarmos melhor a Atitude face à Femvertising desenvolveu-se um modelo com 10 hipóteses de investigação. Posteriormente realizou-se um estudo quantitativo, com o suporte de um questionário online, que obteve um total de 394 respostas de mulheres portuguesas. A análise dos dados foi feita através do Modelo das Equações Estruturais.Resultados: Os resultados desta investigação relevaram que, contrariamente ao que fora proposto, o Neuroticismo e a Conscienciosidade não têm um impacto direto e negativo na Atitude face à Femvertising, mas sim um impacto positivo. Também não se corroborou a relação direta e positiva entre a Abertura e a Atitude face à Femvertising. No que diz respeito às restantes dimensões das Big 5 corroborou-se o impacto direto e positivo da Extroversão e da Amabilidade na Atitude face à Femvertising. Finalmente, verificou-se ainda que a Feminilidade da Marca, a Masculinidade da Marca e o Amor à Marca são consequentes da Atitude face à Femvertising e que a Feminilidade e Masculinidade da Marca são igualmente preditores do Amor à Marca.Limitações/recomendações para pesquisas futuras: Esta dissertação contribuiu para um melhor entendimento sobre a Femvertising. No entanto, de modo geral, este estudo apenas considerou um único anúncio. Seria bom explorar a Atitude face à Femvertising através da análise de outras campanhas publicitárias envolvendo, por exemplo, diversas categorias de produtos. Por outro lado, como este estudo era apenas dirigido ao público feminino português com mais de 18 anos, acabou-se por deixar de parte o sexo masculino e a geração Z, que são dois grupos com grande influência para a variável em estudo.Implicações práticas: Este estudo proporciona um maior conhecimento do consumidor e da sua Atitude face à Femvertising. Entendendo melhor o comportamento do consumidor é possível tomar decisões mais eficazes. É importante que os profissionais de marketing desenvolvam mecanismos para fomentar vínculos emocionais com o seu mercado alvo, e a Femvertising é uma ferramenta que desenvolve esses mesmos sentimentos.Originalidade/Valor: Segundo a literatura, foi possível comprovar que o cruzamento dos Traços da Personalidade Humana, Género de Marca e Amor à Marca com a Atitude face à Femvertising ainda não teria sido analisado. Apesar da Femvertising ser uma prática que está a emergir, os estudos sobre a eficácia da mesma ainda são escassos. Este trabalho de investigação pretende colmatar este gap existente na literatura. Purpose: This research seeks to deepen the Femvertising concept, which is a recent topic. Thus, the main objective of this work is to analyze whether the Human Personality Traits, more precisely Neuroticism, Extraversion, Amiability, Conscientiousness and Openness, have an impact on the attitudes that are generated when watching an announcement of female empowerment. On the other hand, this academic work aims to analyze whether the Attitude towards Femvertising has an influence on the Brand Gender (Brand Femininity and Masculinity) and on the creation of Brand Love. Finally, it is important to highlight that this study was intended to evaluate whether the Brand Femininity and Brand Masculinity have an impact on the Brand Love.Design/methodology/approach: In order to better address the Attitude towards Femvertising, a model with 10 research hypotheses was developed. Subsequently, a quantitative study was carried out, with the support of an online questionnaire, which obtained a total of 394 responses from Portuguese women. Data analysis was performed using the Structural Equation Model.Results: The results of this investigation revealed that, contrary to what was proposed, Neuroticism and Conscientiousness do not have a direct and negative impact on Attitude towards Femvertising, but rather a positive impact. The direct and positive relationship between Openness and Attitude towards Femvertising was also not confirmed. Regarding the other dimensions of the Big 5, the direct and positive impact of Extroversion and Kindness in Attitude towards Femvertising was confirmed. Finally, it was also verified that the Brand Femininity and Masculinity and the Brand Love are a consequence of the Attitude towards Femvertising, and that the Brand Femininity and Brand Masculinity are also predictors of the Brand Love.Limitations/Recommendations for Future Research: This dissertation contributed to a better understanding of Femvertising. However, this study only considered a single advertisement. It would be profitable to explore the Attitude towards Femvertising by analyzing other advertising campaigns involving, for instance, different categories of products. On the other hand, as this study was only aimed at the Portuguese female, over 18 years old, it ended up leaving out the male sex and generation Z, which are two groups with great influence for the variable under study.Practical implications: This study provides a greater knowledge of the consumer and their Attitude towards Femvertising. By better understanding the consumer behavior, it is possible to make more effective decisions. It is important that marketers develop mechanisms to stimulate emotional bonds with their target market, and Femvertising is a tool that develops those same feelings.Originality/Value: According to the literature, it was possible to prove that the intersection of Human Personality Traits, Brand Gender and Brand Love with the Attitude towards Femvertising had not been analyzed yet. Although Femvertising is an emerging practice, studies on its effectiveness are still limited. This research work intends to fill this gap in the literature.
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- 2021
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