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- 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”.
- Do Brands "JUST DO IT"? Studying the Effectiveness of B2C SlogansPublication . Silveira, Paulo Duarte; Galvão, Susana C. BritoThis study aims to contribute to a more effective creation and management of slogans in the context of branding and advertising, testing which factors might influence the brand slogan recall and recognition. An empirical study was conducted, via a self-administrated original questionnaire, applied to a sample of 156 elements, analyzing the recall and recognition rates for twenty-nine slogans, from nine different product categories: retailing, cokes, juices, water, sports, telecoms (mobiles), beer, personal care and ice-cream. The independent variables used to analyze each slogan recall and recognition were: slogan length, slogan antiqueness, brand industry, slogan language, brand consuming frequency and sympathy towards the brand. A positive relation was found between the antiqueness of slogans and their spontaneous recall. It was also found that the spontaneous recall of slogans has high variation among brands and shorter slogans have higher recall rates. Other variables (slogan language, brand consuming frequency and sympathy towards the brand) did not showed a significant impact on the recall/recognition of slogans.
- Temas Emergentes em Ciências Empresariais: Novas abordagens nas áreas científicas dos Recursos Humanos, Marketing e Turismo, Empreendedorismo e Inovação (Vol. 2)Publication . Carvalho, Luísa Margarida Cagica; Cordeiro, João Pedro Pina; Xara-Brasil, Duarte; Galvão, Susana C. Brito; Simões, David Alexandre Mendes da Silva; Nabais, João Lemos; Reis, Leonilde; Dias, Rui; Barbosa, Vítor; Mata, Carlos
- Livro de Atas das V Jornadas Científico-Pedagógicas de Inovação e Sustentabilidade “Mobilidade e Circularidade: Territórios Inteligentes e Sustentáveis”Publication . Xara-Brasil, Duarte; Carvalho, Luísa Margarida Cagica; Carvalho, Leonor Vacas de; Moreira, Sandrina Berthault; Galvão, Susana C. Brito; Barbosa, Vítor
- 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.
- 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.
- Innovative driving marketing for a better world: the emergence of social proposals in pandemic timesPublication . Carvalho, Luísa Margarida Cagica; Lanero-Carrizo, Ana; Xara-Brasil, Duarte; Vázquez-Burguete, José Luis; Sanchez-Hernandez, M. Isabel; Silveira, Paulo Duarte; Moreira, Sandrina Berthault; Galvão, Susana C. Brito; Barbosa, Vítor
- Proceedings book of the 1st International Conference on Resilience and Sustainable RegionsPublication . Costa, Teresa; Carriço, Nelson; Paz, Maria Catarina; Galvão, Susana C. Brito
- Influence of non-commercial recommendations on store-choice criteria: an empirical studyPublication . Silveira, Paulo Duarte; Galvão, Susana C. BritoThe present study explores the impact of non-commercial recommendation sources on store attributes salience and store choice for electronics bricks-and-mortar retailing. For that purpose, an empirical exploratory quantitative study was conducted, using face-to-face interviews with a sample of 555 store actual customers. In the quantitative hypothesis testing, we correlated the store-attributes saliences with a list of non-commercial recommendation sources eventually used by the customer to choose that particular store. The results revealed several positive correlations, and each recommendation source analyzed obtained between five to thirteen positive significant correlations, out of fifteen possible. The most expressive correlations found were between the following pairs of attributes/recommendations sources: the store attribute "cozy/elegant" and the recommendation sources "other customers", "third parties" and "friends or family"; the attribute "possibility to choose between different models of one product" with the sources "friends or family", "third parties" and "other customers"; the attribute "the store carries the latest products" with the sources "other customers", "friends or family" and "third parties”.