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- Livro de atas do IV encontro de reflexão e partilha pedagógica em Ciências SociaisPublication . Carvalho, Luísa Margarida Cagica; SARDINHA, BOGUSLAWA MARIA BARSZCZAK; Delgado, Catarina; Nabais, João Lemos; Bogas, Paulo Sérgio Ribeiro de Araújo; Mares, Pedro; Dias, Rui; Nunes, Sandra Cristina Dias; Galvão, Susana C. Brito; Barbosa, Vítor
- The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical StudyPublication . Silveira, Paulo Duarte; Galvão, Susana C. Brito; Bogas, Paulo Sérgio Ribeiro de AraújoThis research intends to explore some of the roots that might influence the effectiveness of slogans. The specific aim of the study is to examine the relationship between the customer retention time and the recall and recognition of brand slogans. This is as an important issue to be studied on branding, because no previous studies were found, and the better understanding of such relationship will help on deciding which marketing mix elements should be managed in order for the brands to obtain a more memorable and stable position in the consumers’ mind. An empirical quantitative study was conducted with an online survey research method employed to collect data from 370-real consumers of three B2C brands in telecom industry. The results revealed that customer seniority (retention time) did not significantly influence slogan recall nor recognition.
- Reflective thinking and experiential learning: a quasi-experimental quanti-quali response to greater diversification of activities, greater integration of student profilesPublication . Bogas, Paulo Sérgio Ribeiro de AraújoAlthough several studies have assumed (at least implicitly) that learners' approaches to learning develop into deeper approaches to higher education, there appears to be no clear theoretical basis for this assumption and no empirical evidence. As a scientific contribution to this discussion, a pedagogical intervention of a quasi experimental nature was developed, with a mixed methodology, evaluating the intervention within a single curricular unit of Marketing, using cases based on real challenges of brands, business simulation and customer projects. Primary and secondary experiences were incorporated in the intervention: the primary experiences are the experiential activities themselves; the secondary experiences resulted from the primary experience, such as reflection and discussion in work teams. A diversified learning relationships was encouraged through the various connections between the different members of the learning community. The present study concludes that in the same context, the students' response can be described as: students who reinforce the initial deep approach, students who maintain the initial deep approach level and others who change from an emphasis on the deep approach to one closer to superficial. This typology did not always confirm studies reported in the literature, namely, whether the initial level of deep processing would influence the superficial and the opposite. The result of this investigation points to the inclusion of pedagogical and didactic activities that integrate different motivations and initial strategies, leading to a possible adoption of deep approaches to learning, since it revealed statistically significant differences in the difference in the scores of the deep/superficial approach and the experiential level. In the case of real challenges, the categories of “attribution of meaning and meaning of studied” and the possibility of “contact with an aspirational context” for their future professional stand out. In this category, the dimensions of autonomy that will be required of them were also revealed when comparing the classroom context of real cases and the future professional context and the impact they may have on the world. Regarding to the simulated practice, two categories of response stand out: on the one hand, the motivation associated with the possibility of measuring the results of the decisions taken, an awareness of oneself and, on the other hand, the additional effort that this practice required for some of the students.
- The influence of brand affect on slogan‘s memorabilityPublication . Silveira, Paulo Duarte; Bogas, Paulo Sérgio Ribeiro de Araújo
- Jornadas Internacionais de Marketing e Logística: livro de Atas: desafios e tendências em marketing e logísticaPublication . Bogas, Paulo Sérgio Ribeiro de Araújo; Batista, Carlos; Xara-Brasil, Duarte; Matos, Dulce; Costa, Maria da Graça; Penteado, Graça; Catarino, João; Nabais, João Lemos; Menezes, Karla; Galvão, Susana C. Brito; Barbosa, Vítor
- Livro de Atas das IV Jornadas Científico-Pedagógicas de Inovação e Sustentabilidade: Mobilidade e Circularidade: Territórios Inteligentes e SustentáveisPublication . Carvalho, Luísa Margarida Cagica; Cardoso, Carlos; Xara-Brasil, Duarte; Ossmane, Elis; Roque, Helena Cristina; Bogas, Paulo Sérgio Ribeiro de Araújo