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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.
- 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.
- “Yes They Can?”: an empirical study on the effect of slogans in brand awarenessPublication . Silveira, Paulo Duarte; Galvão, Susana C. Brito; Penteado, GraçaSlogans are a verbal or written expression of the brand marketing positioning and, consequently, should aim to benefit the brand. The brand equity concept includes several dimensions, and those might be developed or reinforced by each branding marketing action. Brand awareness is a component of brand equity and, therefore, might be influenced by marketing communications, which includes the slogan. The main research question addressed in this paper is to analyse if slogans might influence brand awareness. To achieve that goal, an empirical quantitative study was conducted among a sample of three hundred and seventy mobile telecom service consumers, gathering primary data via an on-line questionnaire. The variables considered were slogan recall, slogan recognition and spontaneous brand awareness for three different mobile telecom brands. The results obtained reveal a positive association between slogan recall and brand awareness in two of the brands in study. The results also show that those two brands were the ones with the highest awareness levels.
- An empirical study on the recall of slogansPublication . Vieira, Aníbal; Silveira, Paulo Duarte; Cravidão, Mário; Galvão, Susana C. Brito; Penteado, GraçaThe general purpose of this paper is to analyze the effectiveness of slogans. An empirical quantitative study was conducted, in order to access the effectiveness of twenty one brand slogans from nine business-to-consumer product categories, measuring their recall and recognition rates and possible intrinsic characteristics impacting it: slogan antiqueness, slogan length and product category as independent variables. The main global finding is that a slogan can play an important role in branding, but the slogan should be managed in a long-term perspective, coherent with long-term brand positioning and avoiding frequent radical changes. This means that slogans can be important, but in a slow and incremental way, due to its long-term benefits. It was also found that shorter slogans have higher spontaneous recall rates.
- Comparing the in-store use of smartphones between shoppers of generations X-Y-ZPublication . Silveira, Paulo Duarte; Galvão, Susana C. Brito; Marques, Maria AméliaThis research aims to contribute to digital shopper marketing and omnichannel themes, by analyzing if the generations X (also called “13th generation”), Generation Y (also called “Millennials”) and Generation Z (also called “Centennials”) have different behaviors on the use of smartphones during their shopping journeys in bricks-and-mortar retail stores. For that purpose, an empirical quantitative study was conducted, via an online questionnaire. The questionnaire was applied to a sample of 913 individuals, corresponding to 27% of generation X, 44% from generation Y, and 29% from generation Z. There were found some differences between those generations regarding the actions made with the help of smartphones during the visit to the physical store. The main differences were found on the actions: checking for prices online on competitor websites; checking for prices online on the physical store own website; asking for advice with the help of the smartphone, showing pictures of products to store employees and on the use of smartphones to search online for coupons or discounts.