IPS - ESCE – DML - Artigos científicos
Permanent URI for this collection
Browse
Recent Submissions
- 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.
- Similar culture, different tourist behavior?: results from cross-cultural research on the tourist behavior of college studentsPublication . Závodný Pospíšil, Jan; Xara-Brasil, Duarte; Závodná, Lucie SáraThe paper aims to enhance the understanding of the behavior of international tourists; this study (1) determines if cultural differences exist between Portuguese, Brazilian, Mexican, and Colombian college students; (2) if these students differ in their travel preferences; (3) examines if horizontal/vertical individualism correlates with the students' travel preferences. A psychographic approach based on value orientations was used to understand the relationship between travel preferences and the students' cultural tendencies to horizontal and vertical individualism and collectivism. The results showed that Portuguese, Brazilian, Mexican, and Colombian students have similar cultural dimensions at the societal level but differ at the individual cultural level. Although their tourist preferences differ fundamentally, no significant evidence of a relationship between the cultural tendencies and the tourist behavior of the measured samples of students has been found. The paper uses a combination of known and proven methods to obtain and process primary data. The findings provide new insights that can enhance the current knowledge of tourism research and marketing. The paper's results imply the need to revise the current understanding of differences in cultural tendencies on tourist behavior. However, it is necessary to consider some limitations arising from the sample selection and cultural tendencies measurement methods.
- The influence of advertising at the point-of-purchase on shoppers and brands: an empirical study in convenience storesPublication . Silveira, Paulo; Marreiros, CristinaThe main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.
- Consumer, retailer, and producer green orientation as a marketing driver: an empirical study in an urban food marketPublication . Xara-Brasil, Duarte; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida Cagica; Pardal, Pedro; Silveira, Paulo DuarteThis article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this purpose, an empirical study was carried out in the context of a local urban market of a medium-sized city through the application of a survey to producers, retailers, and consumers, which included a green orientation scale. Results showed that local consumers and local retailers have a similar high level of green orientation, while local producers are less green-oriented. These conclusions highlight the importance of the green “values” in local communities and the need to reinforce marketing efforts and specific training programs to different stakeholders, namely local producers focused on sustainability.
- The relevance of shopper marketing touchpoints: an empirical study on wine choice in restaurantsPublication . Silveira, Paulo Duarte
- The influence of brand affect on slogan‘s memorabilityPublication . Silveira, Paulo Duarte; Bogas, Paulo Sérgio Ribeiro de Araújo
- Marketing and communication channels for diffusion of electricity smart meters in PortugalPublication . Chawla, Yash; Kowalska-Pyzalska, Anna; Silveira, Paulo Duarte
- Predictors and outcomes of individual knowledge on early-stage pandemic: social media, information credibility, public opinion, and behaviour in a large-scale global studyPublication . Chawla, Yash; Radziwon, Agnieszka; Scaringella, Laurent; Carlson, Ewa; Greco, Marco; Silveira, Paulo Duarte; Pestana de Aguiar, Eduardo; Shen, QingYang; Will, Markus; Kowalska-Pyzalska, Anna
- An Empirical Study on the Impact of Brand Loyalty in Remembering SlogansPublication . Silveira, Paulo Duarte; Galvão, Susana C. BritoPurpose: This paper examines the influence of brand loyalty on the individuals’ capacity to recall and recognize brand slogans. Design/Methodology/Approach: Empirical quantitative research, gathering data via an online questionnaire among 370 costumers of three telecom B2C service providers in Portugal. Findings: In general terms, the influence of brand loyalty on the ability of the customers to recall and recognize slogans was not verified. Practical implications: For a brand interested in raising its slogan awareness, either by recall or recognition, the level of marketing efforts should not vary according to the customer loyalty degree. Originality/Value: The study contributes to the analysis of an influence not yet explored in the previous studies dedicated to improving slogans’ effectiveness.
- Impact of non-commercial recommendations on store attributes salience: an empirical studyPublication . Silveira, Paulo Duarte; Galvão, Susana C. BritoThe present study aims to investigate the impact of non-commercial recommendation sources on retail store-attributes perceived salience. The study was directed to electronics bricks-and-mortar retail stores. For that purpose, an empirical quantitative study was conducted with face-to-face interviews, using a sample of 555 store customers. In the quantitative hypothesis testing, we correlated the store-attributes perceived salience with the possible non-commercial recommendation sources. The results revealed several positive correlations. Every recommendation source analyzed had between five to thirteen positive significant correlations, out of fifteen possible. The most expressive correlations found were between the variables: the store attribute "cozy/elegant" and the recommendation sources "other customers", "third parties" and "friends or family"; the store attribute "possibility to choose between different models of one product" with the recommendation sources "friends or family", "third parties" and "other customers"; the store attribute "the store carries the latest products" with the recommendation sources "other customers", "friends or family" and "third parties”.