Veritati

Institutional Repository of the Universidade Católica Portuguesa

The Institutional Repository (Veritati) is a reference platform for those who want to access scientific production, as well as master's dissertations and doctoral theses, developed within the scope of the teaching and research activities of the Universidade Católica Portuguesa (UCP).

As part of the RCAAP project (Repositórios Científicos de Acesso Aberto de Portugal), it aims to preserve and disseminate scientific production, thus increasing its visibility and impact.

The Institutional Repository is also integrated into the UCP science management ecosystem, which includes, namely, the Ciência-UCP platform and the Scientific Journals of Universidade Católica Portuguesa portal

Universidade Católica Portuguesa Resources

Email repositorio@ucp.pt

Recent Submissions

Balancing the paradox : how inclusive innovation entrepreneurs in South Africa navigate organizational tensions between social inclusion and financial sustainability

Publication . Schockemöhle, Marla Linn; Waldner, Carolin

Inclusive innovation startups have gained growing attention for their role in addressing socio- economic inequalities through market-based solutions, particularly in emerging markets like South Africa. However, existing research has largely focused on macro-level outcomes or mature social ventures in stable environments, overlooking how early -stage inclusive innovation entrepreneurs actively navigate organizational tensions under conditions of institutional voids and resource scarcity. Moreover, despite the relevance of Paradox Theory for understanding competing demands, no prior research has explicitly applied this lens to the context of inclusive innovation in emerging markets. This master thesis addresses this gap by employing the Gioia et al. (2013) approach on grounded theory to explore how inclusive innovation entrepreneurs in South Africa navigate the paradoxical tensions between social inclusion and financial sustainability. Based on 17 qualitative interviews with entrepreneurs across diverse sectors, this thesis develops a grounded theory model proposing four aggregate dimensions that enable entrepreneurs to live with and manage tensions in real time: 1) Inclusive pricing strategies, 2) Legitimacy-building partnerships, 3) Organizational agility and adaptation, and 4) Leadership and values-driven culture. The findings contribute to both Paradox Theory, hybrid organization and inclusive innovation literature by offering a practice-oriented, context-sensitive perspective on how these ventures actively recombine internal and external practices to navigate persistent paradoxical tensions under constraint.

2025-07-07Master thesis

Open access

The power of storytelling in sports video advertising : effects on consumer engagement and attitude

Publication . Mühldorfer, Merlin; Borges, Mónica

Effective video advertising has become essential for capturing consumers' attention in an increasingly saturated digital media landscape. This study investigates how storytelling-based video ads compare to information-focused factual ads within the context of sports marketing. Specifically, it explores the effects on brand attitude and consumer engagement, which is conceptualized through narrative transportation, emotional engagement and behavioral engagement. Additionally, the research examines fan involvement as a possible moderating element that affects brand attitude. By employing a quasi-experimental online survey design, the study collected data from 200 participants exposed to either a storytelling or a factual sports video advertisement. The results reveal that the storytelling ad significantly outperformed the factual ad across all measured dimensions. Participants that viewed the storytelling ad reported higher narrative transportation, stronger emotional reactions, increased likelihood of engagement behaviors and more favorable brand attitudes. Notably, the positive effect of storytelling on brand attitude was particularly present among medium- to highly involved sports fans, highlighting fan involvement as a significant moderating factor. These findings highlight the potential of storytelling in sports marketing and demonstrate the importance of tailoring narrative strategies to different levels of fan involvement. Overall, this research offers valuable theoretical contributions to the understanding of narrative persuasion and practical guidance for marketers in the sports domain seeking to improve consumer engagement and attitude towards a brand.

2025-07-09Master thesis

Embargoed access

The impact of AI-generated advertisement on consumer trust, loyalty and emotional connection to a brand : examining the moderating role of transparency, brand familiarity and the mediating role of perceived authenticity

Publication . Solovjov, Emilia; Estarreja, Maria

Artificial intelligence (AI) is taking an increasingly central position in advertising and has the potential to help brands develop and optimize their communications in new ways. As AI-generated content becomes more integrated into everyday life, companies are looking for ways to incorporate it. However, this shift raises questions about how consumers will respond to AI-made advertising. Although AI promises innovation and efficiency, it can damage the relationship between brands and consumers by triggering scepticism. This study examines the impact of AI-generated advertising on trust, loyalty and emotional brand connection. As these factors are closely linked to the success of a brand, this paper examines whether the use of AI influences them positively or negatively. Using an experimental design, 238 participants were shown AI-generated adverts with variety in brand familiarity and AI transparency. The results show that AI-generated advertising increases brand loyalty but significantly reduces trust and emotional attachment. Contrary to expectations from previous literature, brand familiarity did not reduce these effects. While the manipulated transparency level showed no effect, perceived transparency strongly influenced consumers' positive reactions. Consumers who used AI more frequently responded more critical. These results show that AI advertising is not necessarily negative, but that brands need to use it with caution. Trust and emotional connection can be damaged if authenticity is lacking, or the usage seems forced. To avoid negative effects, brands should focus on perceived transparency, ethical communication and thoughtful integration of AI that matches their identity and the consumers' expectations.

2025-07-04Master thesis

Open access

The impact of renewable energy on the price linkage between crude oil and agricultural commodities: : comparing biofuel-related and non biofuel-related commodities

Publication . Lourenço, Tiago Filipe Bento; Schliephake, Eva

This thesis explores how renewable energy usage affects the price linkage between crude oil and agricultural commodities, analyzing and comparing biofuel-related and non-biofuel-related commodities. Using monthly data from 1990 to 2020, the study employs complex regressions, causality tests and cointegration analysis to analyze changes over time, particularly before and after 2005 - a turning point marked by the expansion of biofuel policies and consequente production. The results show that biofuel-related commodities, such as Maize, Soybeans, and Wheat, experienced significant changes in their price dynamics with crude oil after 2005. Maize, as a key input for ethanol production, had a historical strong linkage with oil prices driven by production costs, however, post-2005, this linkage weakened as biofuel demand became the dominant driver of maize prices, reducing dependence on oil. Soybeans, widely used for biodiesel, saw a strengthening price linkage with oil after 2005 as a result of the growing integration of biodiesel into energy markets. Wheat, less tied to biofuel production, showed a moderately strengthening linkage post-2005, though its price dynamics remained relatively more stable compared to Maize and Soybeans. Non-biofuel-related commodities, such as Cocoa, Coffee, and Sugar, showed weaker and less linear relationships with oil prices, influenced primarily by regional renewable energy usage, situational production costs and local environmental policies. For Sugar, the dynamics varied significantly by region, with opposite results between the USA and the European Union.

2025-02-03Master thesis

Open access

Padre Albino Alves da Cunha e Silva e a doutrina social da igreja no pontificado do Papa Francisco

Publication . Silva, Luciano Luiz Leite da; Rodrigues, Luís Miguel Figueiredo

This dissertation, entitled Father Albino Alves da Cunha e Silva and the Social Doctrine of the Church in the Pontificate of Pope Francis, analyzes the convergence between the Church’s social teaching and the life and mission of the Venerable Father Albino. Drawing on the theological and magisterial foundations of the Church’s Social Doctrine (CSD), it seeks to demonstrate how Christian faith, when embraced as a transformative practice, is expressed through acts of justice, mercy, and solidarity. The study is organized into three complementary chapters: the first, of a dogmatic nature, presents the historical and theological development of the CSD, with particular emphasis on Pope Francis’s magisterium and his proposal of a Church that “goes forth,” close to the poor and committed to the common good; the second, of a historical character, situates Father Albino within the political and ecclesial context of Portugal in the late nineteenth and early twentieth centuries, analyzing the impact of liberalism and anticlericalism on his priestly formation, as well as his arrival in Brazil; the third, of pastoral orientation, interprets his life and ministry in Catanduva as a living expression of the principles of the CSD. It concludes that Father Albino embodied, in an exemplary manner, the Social Doctrine of the Church, uniting faith and charity, spirituality and social commitment, and becoming a concrete witness of mercy, hope, and holiness.

2025-11-07Master thesis

Open access