Browsing by Author "Lencastre, Paulo"
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- Brand mergers: How attitudes influence consumer identity preferencesPublication . Machado, Joana Cesar; Lencastre, Paulo; Dionísio, Pedro; Vacas-de-Carvalho, Leonor
- Brand response analysis: a Peircean semiotic approachPublication . Lencastre, Paulo; Côrte-Real, AnaThe purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors' semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response. This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors' approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors' belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of "firstness", i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling.
- A brand triangle model to avoid branding myopiaPublication . Lencastre, Paulo; Côrte-Real, AnaThis article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.
- Children thoughts about brandsPublication . Côrte-Real, Ana; Lencastre, PauloThe paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.
- Mascots design characteristics and children: Does affective response match with cognitive response?Publication . Côrte-Real, Ana; Lencastre, Paulo
- Need for touch: o impacto da informação háptica textual na interação de compra onlinePublication . Rodrigues, Tomé; Silva, Susana Costa e; Lencastre, PauloO tato é um dos sentidos mais importantes mas não pode ser usado quando se realizam compras através da Internet, o que pode limitar a intenção de compra online. Por outro lado, diferentes indivíduos manifestam diferentes necessidades de toque, sendo que é verdade que também há produtos em que a necessidade de toque que antecede a compra é maior do que noutros. Daqui resulta que nas vendas online de determinados produtos, é fundamental que, dada a impossibilidade de toque, as empresas procurem minimizar essa limitação de todas as formas possíveis, através de mecanismos que procuram simular a experiência de toque. Alguns destes mecanismos são, todavia, muito caros. Outros, porém, igualmente relevantes, têm custos insignificantes, com um resultado bastante relevante em termos de intenção de compra manifestada. Este estudo procura compreender de que forma é que descrições hands on produzidas por pessoas que tiveram contacto com o produto, permitem aumentar a probabilidade de compra online. Nesse sentido, foram formuladas e testadas hipóteses que levam à conclusão de que a informação háptica textual (descrição escrita) tem impacto positivo na perceção que é feita dos produtos, na intenção de compra online e permite ainda minimizar o problema da necessidade de toque para os consumidores mais recetivos à informação. Assim, a utilização deste tipo de informação na forma de descrições do produto cria valor para o consumidor, diferencia a empresa e torna-a mais transparente, podendo desta forma potenciar as suas vendas online.
- The image of Agriculture in PortugalPublication . Moreira, Cristina; Côrte-Real, Ana; Lencastre, PauloPresently the brand concept can range from personal brand to country or continent brand. We therefore consider that studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture is a key sector in any economy. Its main function is to guarantee food supply for the population, but it is also important its part on territory order and environment protection Starting from the importance Agriculture has in any country, we wanted to understand the image this sector has among the general public. The goal of this investigation is to characterize the image of Agriculture in Portugal, based on the associations it provokes. Associations are the purest way of obtaining the image of a brand, for they let us understand which is the positioning of a brand in the mind of its publics. Method: The present investigation follows an epistemological continuum, starting from an exploratory study of a qualitative approach (brainstorming), with the aim of obtaining a group of associations to the Agriculture sector by the general public, and then using a quantitative approach in order to generalize de results. The data has been analyzed based on the SPSS through a multidimensional unfolding analysis. Results:It was with no surprise that we verified that the image of Agriculture in Portugal is bad, translated by a group of not so favourable associations, demonstrating that it is not the pertinence of the sector that makes it attractive. Conclusions: So we conclude that the pertinence of an extremely important sector as Agriculture does not necessarily bring with it strong and favourable associations among the general public. Since Agriculture is a sector of priority concern in the context of the European Union, we consider it pertinent to replicate this study at an european level in order to understand which is the image of Agriculture in the different countries of the European Union. This type of study allows to base communication actions with the aim of altering the image of Agriculture, a fundamental sector for human life and environmental sustainability.