Browsing by Author "Machado, Joana César"
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- Brand gender and consumer-based brand equity on facebook: the mediating role of consumer-brand engagement and brand lovePublication . Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, Salim L.; André, Ana Raquel; Santos, Barbara Pires dosBrand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer–brand engagement (CBE) and brand love (BL) on this relationship. This research was conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CBE.
- Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affectPublication . Machado, Joana César; Fonseca, Beatriz; Martins, CarlaThis paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo designs effectively convey brand masculinity, organic logo designs enhance femininity perceptions. Using dark blue and light pink logo colors reinforce masculinity and femininity perceptions, respectively. Both logo masculinity and logo femininity have a positive effect on the affective response toward logos. Furthermore, this research analyzed the moderation effect of color on the link between logo design and logo gender perceptions, as well as the moderation effect of consumers’ gender in the link between logo gender perceptions and affect toward the logo. However, none of these moderation effects were supported by the data. This is the first research to empirically test the effect of natural logo designs on brand gender perceptions and, thereby, on affective reactions toward the logo. The findings provide practical guidelines about the design of a gendered logo using the naturalness of logo design and logo color, thereby facilitating gender targeting efforts
- Brand logo design: examining consumer response to naturalnessPublication . Machado, Joana César; Carvalho, Leonor Vacas de; Torres, Anna; Costa, PatrícioPurpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach – In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.
- Branding as a reflection of culture - An analysis of brand consumption patterns in ChinaPublication . Klocke, Tristan; Machado, Joana CésarThis study examines cultural factors influencing brand building strategies in the Chinese market. Our purpose is to investigate what Chinese consumers value in a brand, examining consumer behavior as well as manufacturers and their business strategies to respond to customers. Findings show a positive correlation between branding strategies considering cultural factors and business success in China, implicating that culture, lifestyle, and economic development influence customers’ attitude towards a brand. In particular, brand image, a connection with a social group, and a strong need to avoid uncertainty, reflect dominant culture values in the purchase decision of consumer goods, implicating that they are valued as a reflection of Chinese consumers’ own cultural values. The paper concludes with a discussion about implications and suggestions for future research
- Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effectsPublication . Carvalho, Leonor Vacas de; Azar, Salim L.; Machado, Joana CésarBrand gender has been suggested to influence consumer’s responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement with the brand on social media, perceived quality, brand love and brand loyalty. The hypotheses were tested using structural equation modelling. The results support the importance of active consumer brand-engagement, perceived quality and brand love in underpinning the underlying process between brand gender and brand loyalty. Hence, this research complements prior work on brand gender and confirms the important benefits of a clear brand gender positioning by showing that a strong gender identity will enhance loyalty towards the brand.
- Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trustPublication . Silva, Susana Costa e; Duarte, Paulo; Machado, Joana César; Martins, CarlaThis article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns.
- Como avaliar estratégias de co-branding: estudo de caso EDP ContinentePublication . Santos, Diana; Silva, Susana Costa e; Machado, Joana CésarObjetivo: O objetivo deste artigo é examinar quais os fatores a acautelar na avaliação de uma estratégia de co-branding, com aplicação ao caso particular do Plano EDP Continente. Desenho/metodologia/abordagem: O método usado foi o estudo de caso. No âmbito da pesquisa primária, aplicou-se uma conjugação de métodos de pesquisa - quantitativos (questionário administrado aos consumidores em geral) e qualitativos (realização de entrevistas com as empresas envolvidas e com uma dezena de consumidores (aderentes e não aderentes)) e líderes de opinião ao Plano EDP Continente -, sendo a amostra não probabilística por conveniência. Resultados: O valor percebido das marcas envolvidas numa estratégia de co-branding e a familiaridade dos consumidores com essas marcas são considerados os principais critérios de avaliação deste tipo de estratégia, sendo o fit percebido entre as marcas envolvidas também importante. Todavia, contrariamente ao expectável, os líderes de opinião poderão não ter tanta influência na dita avaliação. Em todo o caso, é crucial ter parâmetros para avaliação da campanha, quer antes desta ter lugar, quer durante e depois de encerrada. Limitações/implicações: Impossibilidade de analisar os efeitos da campanha ainda antes de ela ter tido lugar e durante a sua implementação. Originalidade: Para além de serem raros os estudos sobre estratégias de co-branding, menos frequentes ainda são as análises à eficácia destas estratégias. Estes aspetos são cobertos neste estudo que permitiu concluir quais os parâmetros mais importantes na avaliação de uma opção estratégica desta natureza.
- How does brand-cause fit influence the success of CrM campaigns?Publication . Campelos, Inês Padilha; Silva, Susana Costa e; Machado, Joana CésarInvestment in Cause-Related Marketing (CrM) is growing, as consumers are becoming more socially concerned and demanding in terms of corporate socially responsible practices. Furthermore, the use of CrM can result in several benefits for the company, the cause supported and consumers. Since brand-cause fit is a key determinant of the success of CrM, this study will analyse the underlying factors that affect the relationship between brand-cause fit and consumer response to CrM. A qualitative research strategy was employed, using a case study methodology with a sample of five CrM campaigns. Findings suggest that the impact of brand-cause fit on purchase intention is often affected by factors, such as consumer-cause involvement and corporate image, which decrease the effect of consumers’ evaluations of fit. A favourable corporate image, positive track record of CrM initiatives, high consumer-cause engagement and cause relevance increase consumer trust in the company/brand and affect the success of CrM.
- Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football clubPublication . Machado, Joana César; Martins, Carla Carvalho; Ferreira, Frederico Correia; Silva, Susana Costa e; Duarte, Paulo AlexandrePurpose Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans). Findings The findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption. Originality/value The results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.
- Rebranding mergers: how attitudes influence consumer choices?Publication . Machado, Joana César; Lencastre, Paulo de; Carvalho, Leonor Vacas de; Costa, PatrícioIn the context of a merger or an acquisition, the management of corporate identity – in particular of corporate brand names and logos – assumes a critical role. The purpose of this article is to provide a better understanding of the corporate brand redeployment decision, considering the reactions of one important stakeholder group – consumers. This study develops a typology of the various corporate identity structures that could be assumed in the context of a brand merger, and analyses how consumers ’ attitudes towards the corporate brands infl uences their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic redeployment strategy, suggested in previous studies, is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers to combine elements of both brands ’ identity. Finally, it is concluded that the affective and behavioural dimension of attitude towards the brand has a signifi cant infl uence on consumers ’ preferences.