Browsing by Author "Xara-Brasil, Duarte"
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- Uma abordagem de marketing para os pequenos produtores de vinhoPublication . Xara-Brasil, Duarte; Cravidão, Mário
- Archetypes and brand image: an international comparisonPublication . Haddad, Luiza; Hamza, Kavita; Xara-Brasil, DuarteAccording to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of the meanings of their brands, depending on various elements, in particular their life cycle. This study aimed at identifying and classifying the archetypes built by three global brands: Apple, Nike and Nivea, based on the analysis of the company's communication on different types of media (corporate site, social networks and advertising) and verifying whether the vision that consumers have about the brand is aligned with the identified archetype or not. Based on a survey with 389 people in Portugal and in Brazil, and in both countries, the Apple brand presented a change in its archetype, because not only consumers did not see it as Outlaw, but also its communication was no longer focused on this personality. Nike has remained consistent since it leveraged with the slogan "Just Do It" and the striking advertisements that differed from the competition. However, it is seen as a "rebel" brand in Portugal, which does not happen in Brazil. On the other side, Nivea brand was allocated to the archetype of Caregiver, and there was no comparison, once we did not find any material to classify it in some archetype.
- As atitudes face às marcas de distribuidor e a sensibilidade ao preço / valor dos consumidores: estudo internacionalPublication . Feitosa, Thaissa Pimentel; Xara-Brasil, Duarte; Hayashi Jr, PauloNo presente trabalho, pretende-se compreender quais são as diferenças de atitude dos consumidores face à marca de distribuidor (MD) no varejo supermercadista e as justificativas desse evento por meio da análise das escalas de atitude, e da sensibilidade e consciência ao preço e valor. Em Portugal as MD têm uma quota seis vezes superior à brasileira (Nielsen, 2011). O questionário realizado mostra que cerca de 40% dos portugueses compram mais da metade de seus produtos, itens de MD, enquanto nenhum brasileiro apresentou esse comportamento. A percepção dos portugueses é mais favorável face às MD em face de características especificas dos consumidores, designadamente um menor nível de indulgência (Hofstede, Hofstede, & Minkov, 2010). Por outro lado, tendo como base a relação entre atititude MD e valor de uso e valor de troca do produto, foram testadas as hipóteses de que a atitude MD influencia positivamente tanto o valor de uso quanto o valor de troca dos produtos. Assim, conhecer melhor as atitudes e os valores que apoiam os consumidores auxiliam em um melhor entendimento e compreensão da percepção do valor de uso do produto e consequentemente, dos limites e posições de precificação do valor de troca. O modelo visto por meio do programa SmartPLS permite responder por 25% do construto valor de troca e por cerca de 18% para a questão do valor de uso.
- Brand archetypes and consumer perceptions along countries: an empirical approach based on Mark and Pearson frameworksPublication . Hanza, Kavita; Xara-Brasil, Duarte; Haddad, Luiza
- O Brand Equity das marcas de distribuidor: aplicação no varejo alimentarPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, AndreiaEste trabalho tem como objetivo geral a análise do capital de marca (brand equity) das marcas de distribuidor (MD), promovidas por varejistas alimentares: super e hipermercados. Pretendeu verificar se os consumidores assumem que as MD são entidades detentoras de capital de marca autónomo, distinguindo-se enquanto marca relativamente à sua entidade promotora (o varejista). Para atingir este propósito foi feita uma revisão da literatura, onde se analisaram diferentes abordagens ao capital de marca de produtos e de serviços, designadamente as escalas propostas e validada de Yoo e Donthu (2000) para marcas de produtos e de Pappu e Quester (2006) para o estudo do capital de marca dos varejistas: Foi desenvolvido um estudo empírico, de forma a verificar-se do desempenho das MD, enquanto componente com capital de marca autónomo (modelo dual), ou integrante do capital de marca do varejista (modelo integrado). Para tal, foi realizado um inquérito junto de uma amostra de consumidores portugueses, tendo-se analisado os dados através de análise fatorial exploratória e confirmatória. O trabalho realizado permitiu verificar que as marcas de distribuidor não se afiguram como entidades com capital de marca autónomo (modelo dual), mas um componente relevante do capital de marca do varejista (modelo integrado). Tendo por base as duas escalas de origem, chegou-se a uma escala para o capital de marca retalhista, composta por três dimensões – associações, preferências e marca de distribuidor – e quinze itens. Esta escala obteve níveis de ajustamento e de validade convergente e discriminante adequados, tendo sido posteriormente validada numa amostra independente.
- Brand personality: an archetypal approach in four Ibero-American countriesPublication . Xara-Brasil, Duarte; Hamza, Kavita Miadaira; Marquina, PercyBrand personality is one of the major components of brand identity. It includes human personality traits as one of the components of brand identity in what Kapferer (1995) calls the “Brand Identity Prism.” Along with a significantly widespread brand personality scale (Aaker 1997), a brand may adopt an archetypal approach that includes a set of human characteristics associated with the brand. In this research, we develop a framework to analyze customers’ perceptions about the brand archetypes of three leading global brands in four Ibero-American countries. Based on Mark and Pearson’s (2001) approach, we propose a list of words for each archetype and measure the intensity of consumers’ brand archetype associations. The results suggest that consumers develop strong associations with brands. There is frequently a strong and coherent connection with a specific archetype for some brands. However, we found significant heterogeneous perception among countries, which might lead to possible insufficient global brand efforts in a coherent brand personality/global-archetypal approach. The lack of empirical studies suggests that important research opportunities exist in this field.
- Brands’ green activism: an empirical comparison between posts of digital influencers and brandsPublication . Silveira, Paulo Duarte; Sandes, Fábio Shimabukuro; Xara-Brasil, Duarte; Menezes, KarlaIn this article, we present a study that investigates the effectiveness of social media communication in conveying brands’ green activism actions framed by corporate social responsibility. To address this question, a survey was conducted with 550 participants, comparing their opinions about the green posts made by brands and influencers. Statistical analysis (Wilcoxon rank-sum test means comparison of responses between the two groups) revealed significant differences in consumer perceptions between them. The findings indicate that using social media channels to communicate green initiatives is effective for brands. Moreover, the study concludes that direct brand communication is more beneficial than relying on digital influencers. This research contributes to the existing literature by providing empirical evidence on the comparative effectiveness of brand-generated social media posts and influencer-generated content in promoting green activism actions. The study highlights the importance of direct brand communication in enhancing consumer perception and engagement with green initiatives. It offers valuable insights for brands seeking to optimize their social media strategies for sustainability messaging.
- Business ethics: international analysis of codes of ethics and conductPublication . Andrade, J.; Hanza, K.; Xara-Brasil, DuarteCodes of ethics and code of conduct formalize an ideal of expected behavior patterns to managers and employees of organizations, providing standards and orientation that states companies interactions with the community, through products /services, sales force, marketing communications, investments, and relationships with other stakeholders, influencing company reputation and overall Marketing performance. The objective of this study is to analyze the differences in codes of ethics of the largest companies based in Brazil and in Portugal, given their cultural and linguistic similarities. Findings show that the use of codes of ethics are more common in Brazil than in Portugal and that codes of ethics are substantially more extensive and cover a larger number of categories in Brazilian companies, reflecting the organizations’ mission and perception of stakeholders concerns and priorities. We conclude that ethical issues severely impact company reputation and, in a comprehensive sense, overall Marketing performance. Marketing professionals should be systematically aware of how company core values are transmitted to different audiences, including the use of code of ethics to communicate both with internal and external publics.
- Caso ViniPortugal-Wines of PortugalPublication . Xara-Brasil, Duarte; Hamza, Kavita
- Codes conduct and corporate communication: a comparison between 100 major Brazilian and Portuguese companies.Publication . Andrade, Josmar; Xara-Brasil, Duarte; Hanza, Kavita